THE EFFECT OF WORD OF MOUTH, LOCATION AND PRICE ON PURCHASING DECISIONS AT TONDANO STORE IN TOBELO

Abstract

This study aims to analyze the influence of word of mouth, location, and price on purchasing decisions. The type of research used is quantitative. The sample in this study amounted to 100 consumers of Tondano Store obtained by Accidental Sampling technique. The analysis technique used is multiple linear regression analysis. The results of this study prove that word of mouth, location, and price simultaneously influence purchasing decisions at the Tondano store in Tobelo. Partially, the three independent variables do not influence purchasing decisions at the Tondano store in Tobelo. The Tondano store in Tobelo Market needs to improve product quality to meet customer needs and build strong relationships with consumers through effective communication. The Tondano store utilizes social media and other dare platforms to promote the store and its products, so that consumers can shop without having to come directly to the store. The Tondano store also needs to offer added value to customers, such as guaranteed quality or unique products, to increase consumer interest and loyalty.

Keywords: Word of Mouth, Location, Price, Purchase Decision