Pengaruh Word of Mouth dan Brand Image terhadap Keputusan Pembelian pada Toko Junior Graphic 53 Kabupaten Tana Toraja

Wilson Wilson; Mey Enggane Limbongan; Ellyn Patadungan

doi:10.59603/ppiman.v4i3.1455

Authors

Wilson Wilson Universitas Kristen Indonesia Toraja
Mey Enggane Limbongan Universitas Kristen Indonesia Toraja
Ellyn Patadungan Universitas Kristen Indonesia Toraja

DOI:

https://doi.org/10.59603/ppiman.v4i3.1455

Keywords:

Brand Image, Printing Service, Purchase Decision, Tana Toraja, Word of Mouth

Abstract

This study aims to analyze the partial and simultaneous effects of Word of Mouth and Brand Image on Purchase Decisions at Junior Graphic 53 Store in Tana Toraja Regency. This research adopts an associative quantitative approach with the population consisting of all consumers of Junior Graphic 53. The sampling technique utilized non-probability sampling with an accidental sampling method, yielding a sample size of 50 respondents. The data collection instrument was a structured questionnaire utilizing a 5-point Likert Scale, which was rigorously tested for validity and reliability. Data were analyzed using multiple linear regression, classical assumption tests (normality, multicollinearity, heteroscedasticity), hypothesis testing (t-test and F-test), and coefficient of determination analysis (R²) using SPSS version 25. The results indicate that Word of Mouth partially has a positive and significant effect on Purchase Decisions (t-count 2.402 > t-table 1.678; Sig. 0.020 < 0.05). Brand Image partially also exerts a positive and significant effect on Purchase Decisions (t-count 6.323 > t-table 1.678; Sig. 0.000 < 0.05). Simultaneously, Word of Mouth and Brand Image significantly influence Purchase Decisions (F-count 62.141 > F-table 3.20; Sig. 0.000 < 0.05). The Adjusted R Square value of 0.714 indicates that 71.4% of the variance in Purchase Decisions is explained by Word of Mouth and Brand Image, while the remaining 28.6% is attributed to other factors not included in this study model.

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