PENGARUH CUSTOMER REVIEW, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN INDUSTRI KREATIF KULINER DI PASAR BAMBU DESA BONJERUK

Abstract

This research aims to test and analyze the influence of customer reviews, price and product quality on purchasing decisions for the culinary creative industry at the bamboo market in Bonjeruk village. This research was conducted at the bamboo market in Bonjeruk village. The type of research used is quantitative associative research which aims to determine the influence of customer reviews, price and product quality on purchasing decisions for the culinary creative industry in the bamboo market in Bonjeruk village. The data collection method was carried out by distributing questionnaires to consumers who had visited the bamboo market in Bonjeruk village. The sample used in this research was 100 samples using a non- probability sampling technique using the probability sampling method. The data processing technique uses multiple linear regression analysis methods with the help of the SPSS 22 application. The results of this research show that the customer review, price and product quality variables have a positive and significant influence on purchasing decisions.