Abstract
This research do the analyzes afterwords several factors that can affect purchasing decisions in lesehan bebek goreng asli gunung kidul. The research objectives will be achieved from this study: (1) to find out the effect of word of mouth, brand awareness and region of origin partially and simultaneously as well as the most dominant factors on purchasing decisions in lesehan bebek goreng asli gunung kidul. The population in this study were 34.,322 people in Purwomartani village. The sampling technique was done by purposive sampling as many as 100 samples. The analytical method used is multiple linear regression method. The results of the study are as follows: (1) factors consisting of Word of Mouth, Brand Awareness, and Region Of Origin simultaneously have a significant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul, (2) all factors consisting of Word Of Mouth, Brand Awareness, and Region Of Origin partially have a significant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul, (3) factors that have a dominant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul are regions of origin.
Highlights
This research do the analyzes afterwords several factors that can affect purchasing decisions in lesehan bebek goreng asli gunung kidul
The research objectives will be achieved from this study: (1) to find out the effect of word of mouth, brand awareness and region of origin partially and simultaneously as well as the most dominant factors on purchasing decisions in lesehan bebek goreng asli gunung kidul
The sampling technique was done by purposive sampling as many as 100 samples
Summary
Fakultas Ekonomi Program Studi Manajemen, Universitas Mercu Buana Yogyakarta, Indonesia. The research objectives will be achieved from this study: (1) to find out the effect of word of mouth, brand awareness and region of origin partially and simultaneously as well as the most dominant factors on purchasing decisions in lesehan bebek goreng asli gunung kidul. Penelitian ini melakukan analisis beberapa faktor yang dapat mempengaruhi keputusan pembelian di warung lesehan bebek goreng asli gunung kidul. Tujuan penelitian yang akan dicapai dari penelitian ini: (1) untuk mengetahui pengaruh word of mouth, brand awareness dan region of origin secara parsial dan simultan serta faktor yang paling dominan terhadap keputusan pembelian di warung lesehan bebek goreng assli gunung kidul. Kata Kunci: word of mouth, brand awareness, region of origin, keputusan pembelian
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