Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga, dan word of mouth terhadap keputusan pembelian produk Mixue di Kota Tarakan. Pendekatan yang digunakan adalah kuantitatif dengan metode survei melalui kuesioner berskala Likert yang disebarkan kepada 190 konsumen Mixue di Kota Tarakan dengan teknik purposive sampling. Instrumen penelitian diuji melalui uji validitas dan reliabilitas, sedangkan analisis data dilakukan menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS 26.0 serta didukung oleh uji asumsi klasik. Hasil penelitian menunjukkan bahwa kualitas produk, persepsi harga, dan word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian produk Mixue di Kota Tarakan. This study aims to analyse the influence of product quality, price perception, and word of mouth on the purchase decision of Mixue products in Tarakan City. The approach is quantitative, with a Likert-scale questionnaire distributed via purposive sampling to 190 Mixue consumers in Tarakan City. The research instrument was tested for validity and reliability, and data analysis was performed using multiple linear regression in SPSS 26.0, supported by classical assumption tests. The study found that product quality, price perception, and word of mouth have a positive and significant effect on the decision to purchase Mixue products in Tarakan City.