Effect of Location and Word of Mouth (WOM) Against Purchasing Decision in the Culinary Tourism Area (KWK) Mandiri City of Banjarmasin

DOI

10.2991/aebmr.k.210928.027How to use a DOI?

Keywords

location, WOM, purchase decisions

Abstract

The influence of location and WOM in purchasing decision at the Kawasan Wisata Kuliner (KWK) Mandiri, Banjarmasin. Marketing is one of the external factors that influence consumer purchasing decision on a product. This study aimed to determine the effect of location and WOM in purchasing decision at the Kawasan Wisata Kuliner (KWK) Mandiri, Banjarmasin. The purpose of this study was to examine the effect of partial and location simultaneous (X1) and WOM (X2) on Purchase Decision (Y) in the Kawasan Wisata Kuliner (KWK) Mandiri, Banjarmasin. This was a quantitative study, with explanatory type of causal forms that connect between variables. The study used insidental technique sampling, then 60 respondents were selected as research samples. The data was taken from the questionnaire. Data analysis is used with multiple linear regression analysis. The test results show that Location (X1) and Word Of Mouth (X2) has a significant effect on purchasing decisions either partially or simultaneously.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Setio Utomo
AU  - Humaidi
AU  - Sisca Ariani
PY  - 2021
DA  - 2021/09/30
TI  - Effect of Location and Word of Mouth (WOM) Against Purchasing Decision in the Culinary Tourism Area (KWK) Mandiri City of Banjarmasin
BT  - Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020)
PB  - Atlantis Press
SP  - 133
EP  - 141
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210928.027
DO  - 10.2991/aebmr.k.210928.027
ID  - Utomo2021
ER  -