2024
DOI: 10.47134/jbhi.v1i3.205
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The Effect of Product Quality and Price Discounts on Word of Mouth and Purchasing Decisions at Esteh Indonesia

Putri Aulia Ramaddini,
Parlagutan Silitonga

Abstract: This study aims to determine the effect between product quality and price discounts on word of mouth (WOM) and purchasing decisions at Esteh Indonesia. The subjects of this survey were all Esteh Indonesia consumers. In this study, 250 respondents were involved, selected by accidental sampling method, which is a sampling technique based on the coincidence or availability of consumers in a location. Data was collected through the distribution of questionnaires. Data analysis was conducted using Structural Equati… Show more

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