The Effect of Word of Mouth and Product Quality on Customer Satisfaction Through Purchase Decisions of Milih Roti in Kebobang Village
Keywords:
Word Of Mouth, Product Quality, Purchase Decision, Customer SatisfactionAbstract
Introduction/Main Objectives: This study examines the influence of Word of Mouth (WOM) and product quality on customer satisfaction through purchase decisions among MilihRoti consumers in Kebobang Village, Malang Regency. The objective is to analyze both direct and indirect relationships among these variables within the context of a local food MSME.
Background Problems: Customer satisfaction in local food businesses is strongly influenced by interpersonal recommendations and perceived product quality. However, the role of purchase decisions as an intervening variable linking WOM and product quality to satisfaction requires further empirical examination.
Research Methods: A quantitative research design was employed. Data were collected from 90 respondents who had purchased MilihRoti products. The analysis was conducted using SPSS 26.0, including validity and reliability testing, classical assumption tests, multiple regression analysis, and mediation testing.
Findings/Results: The findings show that WOM and product quality have positive and significant effects on purchase decisions and customer satisfaction. Purchase decisions partially mediate the relationship between WOM and customer satisfaction, as well as between product quality and customer satisfaction.
Conclusion: The study concludes that strengthening positive WOM and maintaining consistent product quality are essential for improving purchase decisions and customer satisfaction, thereby supporting the sustainability of MilihRoti as a local MSME.
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