ANALISIS PENGARUH WORD OF MOUTH, KUALITAS PRODUK, DAN ETIKA BISNIS ISLAM, TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL MODERATING

Abstract

The purpose of this study is to determine the influence of word of mouth variables, product quality, and Islamic business ethics on purchasing decisions with consumer satisfaction variables as moderating variables. A sample of 100 respondents used purposive sampling techniques. The data analysis technique used is SPSS 23. The results of word of mouth have no significant effect on purchasing decisions. Product quality has a significant and positive impact on purchasing decisions. Islamic business ethics have a positive and significant influence on purchasing decisions. and consumer satisfaction has a positive and significant influence on purchasing decisions. Meanwhile, in MRA testing, word of mouth variables, product quality, and Islamic business ethics have a positive and significant effect on purchasing decisions with customer satisfaction as a moderating variable. This means that customer satisfaction can strengthen the influence of word ofmouth variables, Islamic business ethics and product quality on purchasing decisions.