Hakim, Sayyid Fadhil (2026) Peran Word Of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Rumah Sakopi Di Perawang. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the effect of Word of Mouth and Product Quality on Consumer Purchase Decisions at Rumah Sakopi in Perawang. This research employed a quantitative method with a survey approach by distributing questionnaires to 100 respondents selected using purposive sampling technique. The research instruments were tested for validity and reliability, and the data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that partially, Word of Mouth has a positive and significant effect on Purchase Decisions, with a t-value of 9.808 which is greater than the t-table value of 1.984 and a significance level of 0.000 (<0.05). Product Quality also has a positive and significant effect on Purchase Decisions, with a t-value of 9.233 greater than 1.984 and a significance value of 0.000 (<0.05). The regression coefficients show that Word of Mouth has a coefficient of 0.576 and Product Quality has a coefficient of 0.532, indicating that an increase in these variables will lead to an increase in consumer Purchase Decisions. Simultaneously, Word of Mouth and Product Quality significantly influence Purchase Decisions, with an F-value of 99.082 and a significance level of 0.000 (<0.05). The coefficient of determination (R²) is 0.671, which means that 67.1% of the variation in Purchase Decisions can be explained by Word of Mouth and Product Quality, while the remaining 32.9% is influenced by other factors outside this research model. In conclusion, Word of Mouth and Product Quality are crucial factors in shaping consumer Purchase Decisions at Rumah Sakopi in Perawang. Therefore, management should consistently maintain product quality and encourage positive consumer communication to enhance competitiveness and sustainable business growth.

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