Abstract:
The purpose of this study is to identify the factors influencing consumer purchase
decision on new product using quantitative research. This quantitative research
will evaluate the influence of advertisement, price, and word of mouth towards
purchase decision of new product. This research is using classical assumption test,
and for hypothesis testing using multiple regression. This research using t-test for
testing partial level of 0.05, f-test for testing simultaneous influence to dependent
variable, and coefficient of correlation (R) and determination (R2
). This research
is conducted in Indonesia using non-probability sampling which is convenience
sampling and using 158 respondents. The result indicates that advertisement,
price, and word of mouth have significant influence towards purchase decision
with .000 significant value. This research also indicates that advertisement, price,
and word of mouth have simultaneous significant influence towards purchase
decision with .681 of the adjusted R2.
