ANALISIS PENGARUH PERCEIVED QUALITY, PROMOTION, DAN E-WOM TERHADAP PURCHASE INTENTION DAN BUYING DECISION PADA PENGGUNA KALIBRE DI KOTA SAMARINDA --

ABSTRACT
This study aims to analyze and prove the antecedent of purchasing decisions
in kalibre product users in Samarinda. The variables used in this study are perceived
quality promotion and E-WOM as exogenous variables purchase intention as
intervening variables and buying decisions as endogenous variables This research
uses a quantitative approach using path analysis processed using IBM SPSS
statistical 23 and structural software Equation Modeling SEM with Amos Software 23
This study used 138 respondents taken from having purchased and used Kalibre
products in Samarinda City The likert scale measurement scale with a score of 1-5 In
this study also carried out validity and reliability tests then carried out estimation tests
and structural model fit tests.
Based on the structural model, it can be proven that Perceived Quality and
Promotion have a significant effect on Purchase Intention; Promotion has a significant
effect on Buying Decision, and Purchase Intention has a significant effect on Buying
Decision; Perceived Quality has no significant effect on Buying Decision; E-WOM has
no significant effect on Purchase Intention and Buying Decision.
Keywords: Perceived Quality, Promotion, E-WOM, Purchase Intention, Buying
Decision, Kalibre Products
ABSTRAK
Penelitian ini bertujuan untuk menganalisa dan membuktikan anteseden
keputusan pembelian pada pengguna produk Kalibre di Kota Samarinda. Variabel
yang digunakan dalam penelitian ini adalah Perceived Quality, Promotion, dan E-
WOM sebagai variabel eksogen, Purchase Intention sebagai variabel intervening, dan
Buying Decision sebagai variabel endogen. Penelitian ini menggunakan pendekatan
kuantitatif dengan menggunakan path analysis yang diolah menggunakan software
IBM SPSS Statistik 23 dan Structural Equation Modeling (SEM) dengan Software
AMOS 23. Penelitian ini menggunakan 138 responden yang diambil dari pernah
membeli dan menggunakan produk Kalibre di Kota Samarinda. Skala pengukuran
skala likert dengan skor 1-5, dalam penelitian ini juga dilakukan uji validitas dan
reliabilitas, selanjutnya dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model struktural dapat dibuktikan bahwa Perceived Quality dan
Promotion berpengaruh signifikan terhadap Purchase Intention; Promotion
berpengaruh signifikan terhadap Buying Decision, dan Purchase Intention
berpengaruh signifikan terhadap Buying Decision; Perceived Quality tidak
berpengaruh signifikan terhadap Buying Decision; E-WOM tidak berpengaruh
signifikan terhadap Purchase Intention dan Buying Decision.
Kata Kunci : Perceived Quality, Promotion, E-WOM, Purchase Intention, Buying
Decision, Produk Kalibre