Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Borneo Delight di Samarinda

Abstract

In the twenty first century, it is common that people always beginning of think practically and easy to use. Especially in food beverages. People always think easy to get, no wasting time and easy to cook. Borneo Delight as fast food is proposed to fulfill the people needs. The research has been done to comprehend how is the influence of product quality, innovation product, and word of mouth for the product of Borneo Delight to consumer purchase decision in Samarinda. Therefore 100 respondents who live in Samarinda, they already has bought the product Borneo Delight. Processing and analysis data is managed by SPSS software and AMOS 16.0. The analysis result show that product quality, innovation product and word of mouth give positive influence to the consumer purchase decision. The empirical findings indicate that word of mouth has the influence of higher than product quality and product innovation of purchase intention. In addition to purchase intention have influence on consumer purchase decision.