Prima, Prima (2025) Pengaruh Harga dan Word Of Mouth Terhadap Keputusan Pembelian Dengan Kepuasan Kerja Sebagai Variabel Intervening Pada Langit Coffee Kota Pekanbaru. Masters thesis, Universitas Islam Riau.

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Abstract

Price and word of mouth are among the factors that influence purchasing decisions. This study aims to examine the influence of price and word of mouth with consumer satisfaction as an intervening variable. The location of this study is Langit Coffee in Pekanbaru. This study is quantitative . The sample size was determined using the Lameshow formula, resulting in a sample of 96 people. Data was collected through questionnaires distributed to respondents. Data analysis was conducted using SEM PLS analysis, and data processing was performed using the Smart PLS Version 3.0 application. The results of the study indicate that price and word of mouth have a positive and significant influence on purchasing decisions. Price and word of mouth have a positive and significant effect on consumer satisfaction. Price has a positive and significant effect on purchasing decisions through costumer satisfaction. Word of mouth has a positive and significant effect on purchasing decisions through costumer satisfaction.

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