Do Product Quality and Price Affect Word of Mouth and Purchase Decisions Sharia Property? Mila Diana Sari - Widji Astuti - Bambang Supriadi
University of Merdeka malang
Abstract
Abstract
The research examines how product quality and price influence the purchase decisions of Sharia property, with word of mouth as a mediator. This research employed descriptive quantitative methods to analyze the population of consumers who purchase Sharia-compliant properties. The study consisted of 71 respondents in the sample size. For the sampling process, we utilize the purposive sampling method. This involves selecting consumers who have had their houses built by the developer as the sample group. To collect data, we will be using questionnaires and conducting interviews. Data analysis technique using Partial Square analysis - Structural Equation Modelling (PLS-SEM). Based on the data analysis, product quality significantly and positively impacts Sharia property purchase decisions. The price of Sharia property positively influencing the decision to purchase is significant. Additionally, product quality has a substantial impact on word-of-mouth recommendations. The price also has a positive effect on word-of-mouth recommendations. Product quality positively and significantly influences Sharia property purchase decisions mediated by word of mouth. Price positively and significantly influences Sharia property purchase decisions mediated by word of mouth. The findings indicate that word of mouth positively and significantly influences the decision to purchase Sharia-compliant properties.
Keywords: Price, Product Quality, Purchase Decision, Word of Mouth
