ABSTRAK

Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh kualitas produk, cita rasa, harga, kualitas pelayanan, dan word of mouth terhadap keputusan pembelian. Lokasi penelitian ini dilakukan pada UMKM tahu di Kecamatan Bumiayu. Fenomena yang terjadi menunjukkan adanya gap, di mana potensi perkembangan usaha tahu di Bumiayu cukup besar, namun pendapatan UMKM tahu mengalami fluktuatif dari tahun 2022-2024, bahkan beberapa pelaku usaha mengalami penurunan berkelanjutan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kusioner dengan google form kepada 220 responden yang pernah membeli produk tahu minimal satu kali. Teknik pengumpulan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Teknik analisis data menggunakan teknik Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS versi 4 untuk mendukung proses analisis data. Hasil analisis menunjukkan bahwa kualitas produk tidak berpengaruh signifikan terhadap keputusan pembelian, cita rasa tidak berpengaruh signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas pelayanan tidak berpengaruh signifikan terhadap keputusan pembelian, dan word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian.

Kata kunci : Kualitas produk, cita rasa, harga, kualitas pelayanan, word of mouth, dan keputusan pembelian.

ABSTRACT

This study aims to determine and test influence of product quality, taste, price, service quality, and word of mouth on purchasing decisions. The location of this research was conducted at tofu MSMEs in Bumiayu District. The phenomenon that occurred indicates a gap, where the potential for tofu business development in Bumiayu is quite large, but the income of tofu MSMEs has fluctuated from 2022-
2024, with some businesses even experiencing a continuous decline. This study used
a quantitative approach with a survey method by distributing questionnaires with a Google form to 220 respondents who dad purchased tofu product at least once. The sample collection technique used a non-probability sampling technique with a purposive sampling method. The data analysis technique used the Structural Equation Modeling (SEM) technique with SmartPLS software version 4 to support the data analysis process. The result of the analysis showed that product quality did not have a significant effect on purchasing decision, taste did not have a significant effect on purchasing decision, price had a positive and significant effect on purchasing decision, service quality did not have a significant effect on purchasing decisions, and word of mouth had a positive and significant effect on purchasing decision.

Keyword : Product quality, taste, price, service quality, word of mouth, purchasing decisions