PENGARUH KUALITAS PELAYANAN DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPERCAYAAN SEBAGAI VARIABEL INTERVENING PADA CATERING CV NARSA MAKASSAR
Kata Kunci:
Service quality, word of mouth, trust, purchasing decisionsAbstrak
The purpose of this study was to analyze: The effect of service quality and word of mouth on consumer trust; influence of service quality, word of mouth and trust on consumer purchasing decisions; as well as the indirect effect of service quality and word of mouth on purchasing decisions through consumer trust in Catering CV Narsa Makassar.
The research approach used is quantitative research. As for the population in this study are all consumers Catering CV Narsa Makassar, with a total sample of 180 consumers. The data analysis technique was carried out by path analysis and Sobel test.
The results of this study indicate that: (1) Service quality has a positive and significant effect on trust in CV Narsa Makassar Catering. (2) Word of mouth has a positive and significant effect on trust in CV Narsa Makassar Catering. (3) Service quality has a positive and significant effect on consumer purchasing decisions at CV Narsa Makassar Catering. (4) Word of mouth has a positive and significant effect on consumer purchasing decisions at CV Narsa Makassar Catering. (5) Trust has a positive and significant effect on consumer purchasing decisions at CV Narsa Makassar Catering. (6) Service quality has a positive and significant effect on consumer purchasing decisions through trust in CV Narsa Makassar Catering. (7) Word of mouth has a positive and significant effect on consumer purchasing decisions through trust in Catering CV Narsa Makassar.
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