ANALISIS PENGARUH PRODUCT IMAGE, WORD OF MOUTH, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUAH LOKAL DI SURABAYA

Abstract

Indonesia is a rich country and turn Indonesia into an agrarian country, where the majority of Indonesia's population earns a meager living as a fruit farmer. One of the results is the fruit plantation in Indonesia. This study aimed to analyze image Product Influence, Word of Mouth and Product Quality Decision Of Buying Local Fruits in Surabaya. The samples used in this research that people who live in Surabaya with a minimum age of 25 years which has been a local fruit consume less than 2 months with samples taken as many as 100 respondents. processing and analyzing the data in this study is by using Structural Equation Modeling (SEM) with AMOS 16.0 software as software for data processing. In the model used in this research illustrates that the variable purchase decisions are influenced by variable product image, word of mouth and the quality of the product. Based on the calculation of the regression coefficients obtained by the variable product has a positive image and have a greater influence than word of mouth and the quality of the product on the variable purchase decision.