PENGARUH CITRA TOKO KEPERCAYAAN KONSUMEN DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PAKET DATA INTERNET PADA PLANET PONSEL KISARAN

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of Store Image (X₁), Consumer Trust (X₂), and Word of Mouth (X₃) on the Purchase Decision (Y) of internet data packages at Planet Ponsel Kisaran. The research design employed is descriptive quantitative, with data analysis conducted using multiple linear regression. The sampling technique utilized is incidental sampling, where the sample size was determined using the Wibisono formula due to the unknown population size, resulting in a sample of 96 respondents. Validity and reliability tests were also conducted to ensure the quality of the research instrument. The multiple linear regression analysis yielded the following equation: Y = a + 0.634 X₁ + 0.512 X₂ + 0.761 X₃ + e. The findings indicate that, simultaneously (F-Test), Store Image, Consumer Trust, and Word of Mouth significantly influence purchase decisions, with an F_count of 12.540 > F_table 2.70 and a significance value of 0.001 < 0.05. Partially (t-Test), the results demonstrate a positive and significant influence for each variable: Store Image (X₁) has a t_count of 6.094 > 1.98580, Consumer Trust (X₂) has a t_count of 4.880 > 1.98580, and Word of Mouth (X₃) has a t_count of 7.378 > 1.98580. Based on these values, Word of Mouth (X₃) is identified as the most dominant variable influencing the purchase decision. The coefficient of determination (Adjusted R Square) of 0.546 indicates that the research model explains 54.6% of the purchase decision variable, while the remaining 45.4% is explained by other variables outside the scope of this study.

Keywords: Store Image, Consumer Trust, Word of Mouth, Purchase Decision

Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial antara Citra Toko (X₁), Kepercayaan Konsumen (X₂), dan Word of Mouth (X₃) terhadap Keputusan Pembelian (Y) paket data internet pada Planet Ponsel Kisaran. Jenis penelitian yang digunakan adalah deskriptif kuantitatif dengan analisis data menggunakan regresi linear berganda. Teknik pengambilan sampel yang digunakan adalah incidental sampling, di mana penentuan jumlah sampel dihitung menggunakan rumus Wibisono karena jumlah populasi tidak diketahui secara pasti, sehingga diperoleh sampel sebanyak 96 responden. Uji validitas dan reliabilitas juga dilakukan untuk memastikan kualitas instrumen penelitian. Hasil analisis regresi linear berganda diperoleh persamaan: Y = 19,927+ 0,119 X₁ + 0,166 X₂ +0,046 X₃+ e. Hasil penelitian menunjukkan bahwa secara simultan (Uji F), variabel Citra Toko, Kepercayaan Konsumen, dan Word of Mouth berpengaruh signifikan terhadap keputusan pembelian dengan nilai F_hitung 12,540 > F_tabel 2,70 dan nilai signifikansi 0,001 < 0,05. Secara parsial (Uji t), hasil pengujian menunjukkan pengaruh positif dan signifikan pada setiap variabel: Citra Toko (X₁) memiliki t_hitung 6,094 > 1,98580, Kepercayaan Konsumen (X₂) memiliki t_hitung 4,880 > 1,98580, dan Word of Mouth (X₃) memiliki t_hitung 7,378 > 1,98580. Berdasarkan nilai tersebut, variabel Word of Mouth (X₃) merupakan variabel yang paling dominan mempengaruhi keputusan pembelian. Nilai koefisien determinasi (Adjusted R Square) sebesar 0,546 menunjukkan bahwa model penelitian ini mampu menjelaskan variabel keputusan pembelian sebesar 54,6%, sedangkan sisanya sebesar 45,4% dijelaskan oleh variabel lain di luar penelitian ini.

Kata Kunci: Citra Toko, Kepercayaan Konsumen, Word of Mouth, Keputusan Pembelian