THE INFLUENCE OF PRODUCT QUALITY AND WORD OF MOUTH ON THE PURCHASE OF ARECA NUT COFFEE PRODUCTS AT PT MIYOGA IN SOUTH OKU

Abstract

This study examines the influence of product quality (X₁) and word of mouth (X₂) on the purchase (Y) of Pinang coffee products at PT Miyoga in South OKU. The population in this study consists of all customers who made repeat purchases between April and August 2024, totaling 53 individuals. This quantitative research employs multiple linear regression analysis, using validity and reliability tests. The analysis results show that both product quality and word of mouth significantly influence the purchase of Pinang coffee products at PT Miyoga in South OKU, both partially and simultaneously. The coefficient of determination (R Square) obtained is 0.777, indicating that 77.7% of the variance in purchase decisions is explained by product quality (X₁) and word of mouth (X₂), while the remaining 22.3% is influenced by other factors such as brand image, price, and promotion, as suggested by Nilsen, Bick & Abratt (2019) in Wibowo et al. (2022).