THE INFLUENCE OF WORD OF MOUTH, PRODUCT QUALITY AND SALES PROMOTION ON THE PURCHASE DECISION OF BRAND SHAMPOO PRODUCTS HEAD & SHOULDERS BY THE COMMUNITY IN JEUMPA DISTRICT REGENCY BUREAUCRACY
Main Article Content
Nazifa Hafiza
T. Edyansyah
Chalirafi
Heriyana
This study aims to review the impact of word-of-mouth communication, product quality, and sales promotion activities on the decision to buy Head & Shoulders brand shampoo by people in the Jeumpa area, Bireuen Regency. The research approach utilizes multiple linear regression analysis, including hypothesis testing using SPSS software. The respondent selection technique used the convenience sampling method, with 100 participants who had purchased Head & Shoulders shampoo at least once or twice. The type of information used is in the form of quantitative data, which is information in the form of numbers that measure one or more variables in the population or sample being studied, either through numerical values or statistical calculations. The source of information used is primary data obtained directly from participants or study locations. The findings showed that separate word-of-mouth communication had a positive or significant influence on purchasing decisions, product quality separately also had a positive or significant impact on purchasing decisions, while sales promotions separately had no or insignificant influence on the purchase decision of Head & Shoulders branded shampoos, while the rest were influenced by other variables.
Anggraini, J. A., Sudapet, I. N., & Subagyo, H. (2019). The effect of promotion, quality of products, and prices on purchase decisions (Case study on printing convection KAOSAN AE Surabaya). Journal of World Conference.
Feriyanto, A., & Triana, E. S. (2015). Introduction to management (3 in 1) for students and the general public. Kebumen: Mediatera.
Fetrizen, & Aziz, N. (2019). Analysis of the influence of product quality, price, and promotion on the purchase decision of Aicos brand bottled drinking water (AMDK) produced by PT. Bumi Sarimas Indonesia. https://doi.org/10.31219/osf.io/w6dt5.
Heda, N. (2017). The influence of celebrity endorsers and brand image on shampoo purchase decisions (Case study on the Clear brand) [Thesis, University].
Indrasari, M. (2019). Marketing and customer satisfaction. Surabaya: Unitomo Press.
Kotler, P., & Armstrong, G. (2019). The Principles of Marketing (13th ed.). Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2016 & 2017). Purchasing decisions and marketing management indicators (Volume 1, Ninth Edition). Jakarta: Erlangga.
Lupiyoadi, R. (2020). Service marketing management: Theory and practice. Jakarta: Salemba Four.
Malik, I., & Thawil, S. M. (2019). The effect of product quality on customer satisfaction. Journal of Economics and Business, 4(1), 175–182.
Morissan. (2019). Qualitative research. Jakarta: Kencana Prenadamedia.
Mowen, J. C., & Hansen, D. (2019). Managerial accounting (8th Edition, Volume I; Translated by D. A. Kwary). Jakarta: Salemba Four.
Nurmalasari, D., & Istiyanto, B. (2021). The influence of product quality, promotional prices and brand image on the purchase decision of Wardah brand lipstick in the city of Surakarta. Journal of Sinar Manajemen, 8(1).
Permata Sari, D. (2021). Factors influencing the purchase decision, product quality, competitive price, location (marketing management literature review). Journal of Applied Management Science, 2(4), 524–533. https://doi.org/10.31933/jimt.v2i4.463.
Peter, P., & Donnelly, J. H., Jr. (2020). Marketing management: Knowledge and skills (8th ed.). New York: McGraw Hill.
Priansa, D. J. (2017). Unified marketing communications. Bandung: Pustaka Setia.
Rahmawati, Y. (2020). The effect of exposure to Joe Taslim's version of Head & Shoulders shampoo with Move On Bro on student perception. [Thesis, University of August 17, 1945 Surabaya].
Rembon, A., et al. (2018). The influence of word of mouth and product quality on purchase decisions at PT. Kangzen Kenko Indonesia in Manado. EMBA Journal, 5(3).
Repie, F. A. (2020). The influence of word of mouth communication on consumer purchase decisions Famouz Creation Event Organizer. [Thesis, Unika Soegijapranata].
Roehan, A. A. (2018). The application of embellishment as a decorative element in modestwear. Telkom University. https://repository.telkomuniversity.ac.id/pustaka/147624/
Ronoprasetyo, T. (2018). The Influence of Word of Mouth and Brand Awareness on Purchase Decisions (Case Study on Bjong Ngopi in Sleman). [Thesis, University of Yogyakarta].
Suryani, T. (2013). Consumer behavior: Implications on marketing strategy. Yogyakarta: Graha Ilmu.
Swastha, B. (2008). Modern marketing management. Yogyakarta: Liberty.
