PENGARUH PROMOSI, WOM, PENETAPAN HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIXUE (Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi, 2025)
This study aims to prove the influence of promotion, word of mouth, pricing, and service quality on Mixue consumer purchasing decisions in Rembang Regency. This study has a population of Mixue consumers in Rembang Regency. The sample technique uses non-probability sampling with the accidental sampling method. A total of 97 respondents were used in this study. Multiple linear regression analysis was used as a data analysis technique. The results showed that the promotion and word of mouth variables had a positive but insignificant effect on purchasing decisions. While the pricing and service quality variables had a significant positive effect on purchasing decisions. The Adjusted R Square value of this study is 0.707 or 70.7%, which means that the variability of the dependent variable, namely purchasing decisions, can be explained by independent variables including promotion, word of mouth, pricing, and service quality by 70.7%, the remaining 29.3% is explained by other variations not explained in this studyKeywords: Promotion, Word Of Mouth,Price, Serve Quality, Purchasing Decisions AbstrakKajian ini memiliki tujuan untuk membuktikan pengaruh promosi, word of mouth, penetapan harga, dan kualitas pelayanan terhadap keputusan pembelian konsumen Mixue di Kabupaten Rembang. Penelitian ini memiliki populasi konsumen Mixue di Kabupaten Rembang. Teknik sampel mengaplikasikan non probability sampling dengan langkah accidental sampling. Sebanyak 97 responden digunakan pada penelitian ini. Analisis regresi linier berganda digunakan sebagai teknik analisis data. Hasil studi mengindikasikan bahwa komponen penentu promosi dan word of mouth berpengaruh positif tidak signifikan terhadap keputusan pembelian. Sedangkan komponen penentu penetapan harga dan kualitas pelayanan berpengaruh positif signifikan terhadap keputusan pembelian. Besar nilai Adjusted R Square penelitian ini adalah 0,707 atau 70,7% yang berarti variasi variabel dependen yaitu keputusan pembelian dapat dipaparkan oleh variabel independen yang meliputi promosi, word of mouth, penetapan harga, dan kualitas pelayanan sebesar 70,7%, sisanya 29,3% dipaparkan oleh variasi lain yang tidak diuraikan pada penelitian ini.Kata Kunci : Promosi, WOM, Penetapan Harga, Pelayanan, Keputusan Pembelian