THE INFLUENCE OF WORD OF MOUTH, PUBLIC RELATIONS, AND PRICE ON CUSTOMER PURCHASE INTENTION ON (UD. VICTORY MOTOR LAMONGAN)

Abstract

This study aims to analyse the effect of word of mouth, public relations and price on customer buying interest at UD. Victory Motor Lamongan. The background of this research was conducted in a showroom that sells used motorbikes, because it is considered relevant in examining the variables being studied. The research method used is quantitative with multiple linear regression analysis techniques. The sample in this study amounted to 100 of the showroom customers selected by purposive sampling technique. The results of this study indicate that word of mouth has a significant effect partially and simultaneously, public relations has a significant effect simultaneously and has no effect partially, price has a significant effect partially and simultaneously has a significant effect. Price is the most dominant variable. The study provides recommendations for producers to maintain price quality to encourage buying interest decisions for used motorbike products in showrooms.