ANALISIS PENGARUH PRODUCT AVAILABILITY, WORD OF MOUTH, DAN QUALITY OF TASTE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MIE SEDAAP DI FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS ABDURACHMAN SALEH SITUBONDO DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to analyze the influence of Product Availability, Word of Mouth, and Quality of Taste on Purchase Decisions for Mie Sedaap products among students at the Faculty of Economics and Business, Abdurachman Saleh University, Situbondo, with Purchase Intention as an intervening variable. This study used a quantitative approach with a survey method by distributing questionnaires to 85 respondents who were Mie Sedaap consumers. The sampling technique used the Slovin formula, while data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of the SmartPLS application. The results showed that Product Availability had a positive but insignificant effect on Purchase Intention and no significant effect on Purchase Decisions. Word of Mouth has a positive and significant effect on Purchase Intention, but does not directly influence Purchase Decisions. Quality of Taste has a positive and significant effect on Purchase Intention and Purchase Decisions. Furthermore, Purchase Intention has a positive and significant effect on Purchase Decisions. Regarding the indirect effect, Purchase Intention does not mediate the relationship between Product Availability and Purchase Decisions. Conversely, Purchase Intention significantly mediates the influence of Word of Mouth and Quality of Taste on Purchase Decisions. The findings of this study indicate that taste is the most dominant factor in increasing students' purchase intention and purchase decisions for Mie Sedaap products, while product availability is not a primary factor influencing purchase decisions