PENGARUH KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SHUTTLECOCK MEREK YUNDA DENGAN CITRA MEREK SEBAGAI VARIABEL MODERATING

Abstract

In the current era of globalization, every craftsman or a small entrepreneur has to
be able to compete with big businesses improve consumer purchasing decisions, as well
as craftsmen shuttlecock in Pringgolayan Tipes Surakarta, in an effort to increase the
purchasing decisions of consumers by improving product quality, create word of mouth
and maintaining brand image. The purpose of this study was to analyze the significance
of the influence of product quality, word of mouth and brand image of the brand
purchase decision Shuttlecock Shuttlecock Yunda on Consumers in the Craftsman Home
Industry in Pringgolayan Tipes Surakarta. Analyzing the moderating effects of brand
image on the influence of product quality and word of mouth to the purchasing decision
at the Consumer Shuttlecock in Craftsmen Home Industry in Pringgolayan Tipes
Surakarta. This study uses survey method, the type of data used quantitative and
qualitative data, the data source used primary data and secondary data. Population and
sample in this study are all consumers Shuttlecock in Craftsmen Home Industry in
Pringgolayan Tipes Surakarta, the number of samples used in this study were 100
respondents to the sampling technique uses accidental sampling. Data collection
methods are used: questionnaires and documentation. Data analysis technique used to
test the validity, reliability test, classic assumption test and multiple linear regression
analysis, t-test, F, coefficient determination and test the absolute difference. In
conclusion that: no significant effect the quality of products on purchase decisions
shuttlecock brand Yunda, there was a significant effect of word of mouth on purchase
decisions shuttlecock brand Yunda, no significant effect of brand image on purchase
decisions shuttlecock brand Yunda, brand image moderating influence the variable
quality of the products on purchase decisions shuttlecock Yunda brand, brand image
does not moderate the effect of variable word of mouth on purchase decisions Yunda
brand shuttlecock.
Keywords: product quality, word of mouth, brand image, purchasing decisions