Pengaruh Kualitas Produk, Harga dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Luxcrime Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Sumatera Utara

Abstract

Penelitian ini menguji pengaruh parsial dan simultan Kualitas Produk (X1), Harga (X2), Dan Electronic Word Of Mouth (e-WOM, X3) terhadap Keputusan Pembelian (Y) produk Luxcrime pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Sumatera Utara. Pendekatan kuantitatif asosiatif digunakan dengan sampel 97 responden (rumus Slovin, e=0,1), data primer via kuesioner Likert, dan analisis regresi linear berganda SPSS 27 setelah uji validitas (rhitung>rtabel >0,361), reliabilitas (Cronbach α > 0,85), serta asumsi klasik (normalitas Sig=0,200, VIF < 3,12). Hasil uji t menunjukkan X1 (t=5,906; Sig=0,000) dan X3 (t=2,146; Sig=0,034) berpengaruh signifikan, sementara X2 (t=0,612; Sig=0,542) tidak. Uji F simultan (61,880; Sig=0,001) dan R²=65,5% mengonfirmasi pengaruh gabungan. Luxcrime disarankan optimalkan kualitas dan e-WOM untuk tingkatkan pembelian mahasiswa. This study examines the partial and simultaneous effects of product quality (X1), price (X2), and electronic word of mouth (e-WOM, X3) on purchasing decisions (Y) for Luxcrime products among students of the Faculty of Economics and Business, Muhammadiyah University of North Sumatra. An associative quantitative approach was employed with 97 respondents (Slovin formula, e=0.1), primary data via Likert questionnaire, and multiple linear regression analysis using SPSS 27 following validity (rsub>rtable>0.361), reliability (Cronbach α > 0.85), and classical assumption tests (normality Sig=0.200, VIF < 3.12). T-test results indicate X1 (t=5.906; Sig=0.000) and X3 (t=2.146; Sig=0.034) significantly influence Y, while X2 (t=0.612; Sig=0.542) does not. Simultaneous F-test (61.880; Sig=0.001) and R²=65.5% confirm combined effects. Luxcrime should optimize quality and e-WOM to boost student purchases.