Pengaruh Atribut Produk Dan Word Of Mouth Terhadap Purchase Intention Transportasi Online Pada Konsumen Di Kota Surakarta

This study aims to determine (1) the effect of service quality on purchase intention, (2) the effect of product price on purchase intention, (3) the influence of word of mouth on purchase intention. The results of this study are expected to be taken into consideration of the company in berkompetitif on product prices, evaluate the quality of services, and form a word of mouth about whether the product attributes and word of mouth can affect consumer buying interest. This research is a quantitative research. The population in this study are consumers or users of online transport services in the city of Surakarta. Samples in this study were 100 respondents. Methods of data collection using convenience sampling withspreading google form and some distributing questionnaires personally. The analysis used in this research is test of research instrument, classical assumption test, multiple linear regression analysis test, F test, t test and coefficient of determination (R2). The result of research shows that R2 is 0,696 (69,6%) meaning that Purchase Intention variable can be explained by product attribute and word of mouth, the rest is 30,4% influenced by other variable not included in research model. Based on the result of the research, (1) the quality of service has no significant effect to purchase intention, (2) the price of the product has a positive effect on purchase intention, given by the company, the higher the buying interest of prospective consumers, (3) word of mouth positive effect on purchase intention, the more positive the word of mouth is, the higher consumer buying interest