PENGARUH WORD OF MOUTH, KUALITAS MAKANAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI BASO ACI CUANKI PONOROGO

This study’s aims to determine the word of mouth effect of foodL quality and serviceL quality on Lpurchasing decisions at Baso Aci Cuanki Ponorogo. The population in this study were all consumers in Baso Aci Cuanki, Ponorogo, with a total sample of 100 respondents. Data collection techniques by Ldistributing Lquestionnaires to respondents. The data analysis Lmethod used is multiple linear regression. The results of the study prove: 1) Word of Mouth has a significant positive effect on purchasing decisions, namely 0.000. 2) The effect of food quality on purchasing decisions has a significant positive effect that is equal to 0.000. 3) The effect of food quality on purchasing decisions has a significant positive effect that is equal to 0.000. 4) Word of mouth, food quality, and service quality simultaneously influence purchasing decisions by 44%, the remaining 56% are influenced by other variables outside the research.
Keywords: Word Of Mouth, Food Quality, Quality Service, Buying Decision