Analisis Pengaruh Harga, Kualitas Produk, Kualitas Pelayanan Dan Word Of Mouth Terhadap Keputusan Pembelian Kuliner di Galabo Kota Surakarta

This study aims to analyze the effect of prices, product quality, service quality and word of mouth on culinary purchasing decisions in Galabo, Surakarta City. The population of this research is the people in the area of Surakarta and surrounding areas who have enjoyed culinary in Galabo, Surakarta City. The sample used in this study amounted to 100 respondents in the Surakarta City Galabo Culinary. This study uses primary data taken using structured interviews with the help of a questionnaire. The sampling technique is amethod non probability sampling. Data analysis techniques use multiple linear regression. The results of this study indicate that: price and word of mouth has a positive and significant influence on purchasing decisions in Galabo City Surakarta, while product quality and service quality have a positive but not significant effect on purchasing decisions in Galabo City Surakarta