<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan Word of Mouth terhadap keputusan pembelian telur ayam ras, serta menemukan faktor mana yang paling dominan dalam meningkatkan keputusan pembelian telur ayam ras di Desa Malleleng Kabupaten Bulukumba. Penelitian ini dilaksanakan di Desa Malleleng Kabupaten Bulukumba. Adapun besaran sampel yang digunakan yaitu sebanyak 140 orang responden, dengan teknik purposive sampling. Untuk memperoleh data penelitian, maka dilakukan penyebaran kuesioner yang terdiri dari daftar pertanyaan untuk mengukur sikap responden terhadap kualitas produk, word of mouth, dan keputusan pembelian. Data dalam penelitian ini dianalisis dengan menggunakan teknik analisis regresi linier berganda melalui bantuan software SPSS versi 23. Hasil penelitian menunjukkan bahwa kualitas produk merupakan salah satu faktor penting dalam mempengaruhi keputusan pembelian telur ayam ras. Disamping itu, juga terbukti bahwa adanya peranan word of mouth yang signifikan dalam melihat pengaruhnya pada keputusan pembelian telur ayam ras. Penelitian ini juga menemukan bahwa faktor kualitas produk yang paling dominan atau paling penting yang perlu diperhatikan dalam meningkatkan keputusan pembelian telur ayam ras di Desa Malleleng Kabupaten Bulukumba.Kata Kunci: Kualitas Produk, Word of Mouth, Keputusan Pembelian.AbstractThis study aims to analyze the effect of product quality and Word of Mouth on the purchasing decision of broiler eggs, and to find out which factors are the most dominant in increasing the purchasing decisions of broiler chicken eggs in Malleleng Village, Bulukumba Regency. This research was conducted in Malleleng Village, Bulukumba Regency. The sample size used is as many as 140 respondents, with purposive sampling technique. To obtain research data, a questionnaire was distributed consisting of a list of questions to measure respondents' attitudes towards product quality, word of mouth, and purchasing decisions. The data in this study were analyzed using multiple linear regression analysis techniques with the help of SPSS version 23 software. The results showed that product quality is one of the important factors in influencing the purchase decision of broiler chicken eggs. In addition, it is also proven that there is a significant role of word of mouth in seeing its effect on the decision to purchase broiler eggs. This study also found that the most dominant or most important product quality factor that needs to be considered in improving the purchase decision of broiler eggs in Malleleng Village, Bulukumba Regency. Keywords: Product Quality, Word of Mouth, Purchase Decision.]]>
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