Pengaruh Citra Merek, Kualitas Produk dan Word of Mouth (WOM) terhadap Keputusan Pembelian Laptop ASUS di Kebumen

This study aims to examine and analyze the influence of Brand Image, Product Quality, and Word of Mouth (WOM) on Purchasing Decisions. This study was conducted among residents of Kebumen. Data collection was conducted by distributing questionnaires to 100 respondents, Asus laptop users. The data collection technique used was questionnaire distribution. The analysis used was validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and coefficient of determination. The analysis technique used was SPSS Version 25 for Windows. The results obtained in this study indicate that Brand Image and Product Quality have a positive and significant influence on Purchasing Decisions, while Word of Mouth (WOM) has no significant influence on Purchasing Decisions. Brand Image has a significant influence on Purchasing Decisions, Product Quality has a significant influence on Purchasing Decisions, while Word of Mouth (WOM) has no significant influence on Purchasing Decisions.
Keywords: Brand Image, Product Quality, Word of Mouth (WOM), and Purchasing Decisions.