Determinan Word Of Mouth Dalam Bisnis Kuliner

Abstract

The purpose of this study was to analyze the effect of each Word of Mouth element, namely, Talkers, Topic, Tools, Tacking Part and Tracking its effect on Purchasing Decisions. This type of research is explanatory research with a hypothesis approach. The population in this study were 302 students of STIE Malangkucecwara class of 2019 and a total sample of 60 respondents using a purposive sampling technique. The data analysis used was the Validity Test, Reliability Test, Classical Assumptions Test, Multiple Liner Regression, F Test and T Test. The results of this study indicate that there is no significant influence between talkers on purchasing decisions, there is a significant influence between topics on purchasing decisions, there is a significant influence of tools on purchasing decisions, there is a significant influence of taking part on purchasing decisions, and there is no significant effect of tracking on purchasing decisions. From the calculation of the coefficient of determination variable Talkers, Topics, Tools, Taking Part, and Tracking contributed to the Purchase Decision of 64.9% and the remaining 35.1% was influenced by other factors outside the research.

Kepuasan Pelanggan Terhadap Minat Beli Ulang Pelanggan Pada Toko Zee Thrift Lamongan

“…Ada kecenderungan konsumen untuk lebih mempercayai WOM. Word Of Mouth merupakan sebuah kegiatan pemasaran dalam memberikan informasi suatu produk atau jasa dari satu konsumen kepada konsumen lainnya untuk membicarakan, mempromosikan dan mau menjual suatu merek kepada orang lain (Febryanti & Hasan, 2022); Erawati & Wardhana (2023). Rekomendasi dari teman, keluarga atau pelanggan lain biasanya dianggap lebih dipercaya ketimbang kegiatan promosi yang berasal dari perusahaan dan dapat sangat mempengaruhi keputusan orang lain untuk menggunakan (atau menghindari) suatu jasa.…”