Pengaruh Word Of Mouth Dan Harga Terhadap Keputusan Pembelian Kerudung Pondok Pesantren Salafiyah Situbondo

Abstract

This quantitative study with a causal-associative approach aims to determine the partial and simultaneous effects of word of mouth (X₁) and price (X₂) on hijab purchasing decisions (Y) among students at Salafiyah Dawuhan Situbondo Islamic Boarding School. The research population involves all students, with a sample size of 114 respondents selected through questionnaire distribution. Data analysis utilizes multiple linear regression with SPSS software, passing through validity, reliability, normality, multicollinearity, and autocorrelation testing. The partial analysis results prove that word of mouth has a positive and significant effect on purchasing decisions (0.003 < 0.05). Furthermore, price also has a positive and significant effect on hijab purchasing decisions (0.037 < 0.05). Simultaneously, word of mouth and price significantly affect purchasing decisions (0.000 < 0.05), with an F-value of 23.493. The coefficient of determination (R²) of 0.295 indicates that the independent variables explain 29.5% of purchasing decisions, while the remaining 70.5% is influenced by external factors. The benefits of this research are expected to provide theoretical contributions to consumer behavior studies and serve as a consideration for business owners in determining effective marketing strategies.