The Influence of Word of Mouth and Price on the Decision to Purchase a Used Car at the Giat Motor Palembang Showroom
DOI:
https://doi.org/10.37676/jmea.v4i2.886Keywords:
Word of Mouth, Price, Purchase DecisionAbstract
Car sales in Indonesia continue to increase, including at the Giat Motor Palembang Showroom. One of the factors influencing consumer purchasing decisions is word of mouth and price. Word of mouth is a form of indirect promotion through consumer recommendations, while price is the value paid to obtain a product or service. This study aims to analyze the simultaneous and partial effects of word of mouth and price on car purchasing decisions. This study uses a quantitative method with multiple linear regression analysis. The population in this study consists of consumers who have purchased cars at the Giat Motor Palembang Showroom, with a sample of 88 respondents obtained through the distribution of questionnaires. The testing was conducted through validity and reliability tests, classical assumption tests, and hypothesis testing. The results of the study indicate that word of mouth and price simultaneously have a significant influence on the decision to purchase a used car. The coefficient of determination shows that 48.9% of purchasing decisions can be explained by these two variables, while the remainder is influenced by other factors. Partially, both also have a positive and significant influence on purchasing decisions. Thus, the hypotheses in this study are accepted.
Downloads
References
Hamlaini, Yeti; IRWANTO, Tito; ABI, Yudi Irawan. The Effect of Marketing . Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review, 2022, 2.2: 567–582-567–582.
Hartawan, Raymond. Analisis Faktor-Faktor Preferensi Konsumen Kafe Kotler, Keller. (2016). “Marketing management”. 15e, Boston, Pearson Education. Kotler, P dan Amstrong. 2018. Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit Salemba Empat. Jakarta
Kotler, P dan Amstrong. 2018. Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit Sfvalemba Empat. Jakarta
Kotler, Philip. 2016. Dasar-Dasar Pemasaran. Jakarta: Bumi Aksara.
Mustakim, Mustakim. Hubungan Panjang Tungkai dan Berat Badan Terhadap Kecepatan Lari Sprint 60 Meter. Jurnal Ilmiah Pendidikan Dasar, 2019, 6.1: 22-29.
Najah, Alfiyani Fatihatun. Pengaruh Literasi Keuangan Syariah, Advertising, dan Word Of Mouth Terhadap Keputusan Menabung Anggota di KSPPS BMT USA Kantor Cabang Mindahan Wuni Batealit. 2021. PhD Thesis. IAIN KUDUS.
Nuryani, Fajar Tri; NURKESUMA, Nurkesuma; HADIBRATA, Baruna. Korelasi keputusan pembelian: kualitas produk, persepsi harga dan promosi (literature review manajemen pemasaran). Jurnal Ekonomi Manajemen Sistem Informasi, 2022
Pandriadi, p., & ikraam, i. (2022). Analisis daya saing mahasiswa dalam memasuki pasar tenaga kerja di era industri 4.0 (studi kasus pada mahasiswa fakultas ekonomi di kota palembang). Jemasi: jurnal ekonomi manajemen dan akuntansi, 18(2), 214-227. Https://doi.org/10.35449/jemasi.v18i2.600
Pandriadi, p., & mario, a. (2019). Analisis daya saing dosen dalam menghadapi era masyarakat ekonomi asean (studi kasus dosen fakultas ekonomi pada pts di kota palembang). Ekombis review: jurnal ilmiah ekonomi dan bisnis, 7(1), 36-43. Https://doi.org/10.37676/ekombis.v7i1.698
Pandriadi, p., & mario, a. (2018). Analisis komparatif daya saing dosen dalam menghadapi era masyarakat ekonomi asean (studi kasus dosen fakultas ekonomi pada pts di kota palembang). Jemasi: jurnal ekonomi manajemen dan akuntansi, 14(2), 123-136. Https://doi.org/10.35449/jemasi.v14i2.26
Pandriadi, p., amah, m., & mario, a. (2020). Analisis daya saing industri manufaktur (im) di kabupaten ogan komering ulu (oku) selatan. Jemasi: jurnal ekonomi manajemen dan akuntansi, 16(1), 110-123. Https://doi.org/10.35449/jemasi.v16i1.106
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ayu Wulandary, Esty Naruliza, Rahmi Aryanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
