The Effect of Product Quality and Service Quality on Purchase Decisions Through Word of Mouth at PT Hosana Inti Branch Malang

Abstract

This study examines four variables, namely product quality, service quality, word of mouth, purchasing decisions. The purpose of this study was to analyze and explain the effect of product and service quality on purchasing decisions by testing word of mouth as an intervention. Research respondents are consumers of PT Hosana Inti Malang Branch. A total of 321 people became the sample of this study. The analysis technique is descriptive, classical assumption test, and linear regression to confirm a structural equation model built by the researcher. A quantitative approach was chosen to explain the influence between research variables. Collecting data using a questionnaire. The results of this study found that word of mouth can mediate the influence of product quality and service quality so that it has an impact on increasing purchasing decisions at PT Hosana Inti Branch Malang.

Keywords: Product Quality, Service Quality, Word of Mouth Purchase Decision

DOI: 10.7176/JMCR/85-03

Publication date: February 28^th 2022