PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA USAHA MIE AYAM PAK AGUS DI KOTA BATU

Authors

  • Yuda Oktavianto

DOI:

https://doi.org/10.22219/jmb.v3i1.1715

Abstract

Yuda Oktavianto
PT. Surya Madistrindo
E-mail: yudhaoktavianto@yahoo.com

ABSTRACT

The research objective was to determine the influence of communication Word Of Mouth (WOM) on
consumer purchasing decisions at Pak Agus chicken noodle products in Batu city. The method used
was a survey. The dependent variable was purchase decision and the independent variable was Word
of Mouth Communication. Respondents were consumers who make repeat purchases in chicken noodle
Pak Agus least three times, as many as 100 people. Sampling technique used purposive sampling.
Data collection was using questionnaires. Analysis tool used was a simple linear regression. The
results showed the positive influential among variables Word Of Mouth (WOM) on Purchase Decision
which was supported by 77.2% contribution. It meant that all consumers who buy chicken
noodle were 77.2% influenced by the communication word of mouth.

Keywords: Communication, Word of Mouth, Purchase Decision

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Published

2014-02-17

Issue

Vol. 3 No. 1 (2013): April

Section

Articles

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