Analysis of the Effect Service Quality on Purchase Decisions through Trust and Word of Mouth

Abstract

This study aims to determine the direct and indirect effects of Service Quality, Purchase Decision, Trust, and Word of Mouth. This research uses a descriptive quantitative approach research and explanatory research that describes the relationship between variables with the population of all visitors to Warung Lalapan Cak Rie Malang City. Data analysis in this study, including : descriptive statistical analysis, PLS-SEM analysis, and Sobel test. The results of the study show that: 1) Entrepreneurial Service Quality, Trust, Word of Mouth has a significant effect on Purchase decision. 2) Indirectly Service Quality, Trust, Word of Mouth has a significant effect on Entrepreneurial Intentions. Based on the results of this study, the researchers provide suggestions, namely: 1) Consumers feel that by joining a community or group they can meet their information needs; 2) With the spread of information by word of mouth (word of Mouth) and good trust will increase the reputation of Warung Lalapan Cak Rie Malang City so that more attention is needed in terms of service quality.

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