Pengaruh WoM (Word Of Mouth) ,Kualitas Pelayanan dan Kepercayaan Pelanggan Terhadap Keputusan Pembelian Pada Konsumen Ayam Potong Fillet_Box di Pasar Pegirian Kota Surabaya. (The Influence of WoM (Word Of Mouth), Service Quality and Customer Trust on Purchase Decisions on Consumers of Fillet_Box Slaughtered Chicken at Pegirian Market, Surabaya City).

Asmuni, Asmuni (2024) Pengaruh WoM (Word Of Mouth) ,Kualitas Pelayanan dan Kepercayaan Pelanggan Terhadap Keputusan Pembelian Pada Konsumen Ayam Potong Fillet_Box di Pasar Pegirian Kota Surabaya. (The Influence of WoM (Word Of Mouth), Service Quality and Customer Trust on Purchase Decisions on Consumers of Fillet_Box Slaughtered Chicken at Pegirian Market, Surabaya City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The decline in purchasing power in traditional markets is a threat to traders due to several factors causing the decline in purchasing power in traditional markets, namely, the existence of modern markets, the large number of online markets that are sold in marketplaces, so that consumers are now turning to marketplaces and modern markets. to meet basic needs, one of which is Chicken Meat. To optimize the need to continue to improve Service Quality and not forget to improve Word of Mouth or positive image to consumers, with the hope of fostering a sense of Customer Trust in consumers. The purpose of this research is to determine the extent of Word of Mouth, Service Quality and Customer Trust in purchasing decisions at the FILLET_BOX broiler chicken shop in the Pegirian market, Surabaya City. This research uses quantitative data. The type of data used in this research is quantitative data. The sampling technique used in this research is non-probability sampling with a sample size of 100 respondents. In this research, the research instrument used to collect data is an online questionnaire via Google Form which is distributed directly via WhatsApp media. The Multiple Linear Test is to identify the relationship between the Independent and Dependent variables. The results found were that the Word of Mouth and Customer Trust variables had a positive and significant influence on Purchasing Decisions, but not the results of the Service Quality variable because they experienced negative results but the significant value was accepted. The implications of this research show that it is important for FILLET_BOX broiler chicken sellers to improve their positive image to consumers so that consumers convey their purchasing experience to others, with Word of Mouth, not only paying attention to Word of Mouth but also the need to continue to improve the quality of service by providing prices. the best for consumers and can be trusted by consumers by continuing to improve honesty and expertise related to the field of chicken slaughter so that consumers have a high probability of making repeat purchases.

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