Pengaruh Word Of Mouth terhadap Keputusan Pembelian Pada Toko Warren Store di Kota Palopo
DOI:
https://doi.org/10.61722/jirs.v1i1.21Keywords:
information, purchasing decision, word of mouth.Abstract
This study aims to explain the influence of word of mouth communication on purchasing decisions. The type of research used is associative research with a quantitative approach. The population of this study were consumers of the Warren Store in Palopo City who already bought based on word of mouth information with 30 respondents as a sample that randomly taken. Data obtained with a questionnaire in the form of a Likert scale. From the results of simple regression estimation, it can be seen that word of mouth communication has a positive and significantly correlated with purchasing decisions, so to encourage consumer purchasing decisions, the Warren Store should design and make sure the information has directly spread by former consumers with certain incentives through social media..
References
Hasan. (2010). Marketing Dari Mulut Ke Mulut. Yogyakarta: Media Persindo.
Hughes, M. (2015). Buzz Marketing. Jakarta: Elex Media Computindo.
Joesyiana, K. (2018). Pengaruh Word of Mouth terhadap Keputusan Pembelian Konsumen pada Media Online Shop Shopee di Pekanbaru. Jurnal Valuta. 4(1), 71-85.
Kotler dan Keller. (2012). Marketing Management. Jakarta: Indeks.
Kotler. 2014. Manajemen Pemasaran. Edisi 13. Jilid 2. Jakarta: Prenhalindo.
Kotler dan Amstrong. (2012). Prinsip-Prinsip Pemasaran. Edisi 12. Jakarta: Erlangga.
Munda. (2019). Pengaruh Word Of Mouth terhadap Keputusan Pembelian di Van Hengel Katering Bandung. Skripsi. Sekolah Tinggi Pariwisata, Bandung.
Oktavianto, Y. (2013). Pengaruh Word Of MouthTerhadap Keputusan Pembelian Konsumen Pada Usaha Mie Ayam Pak Agus di Kota Batu. Jurnal Manajemen Bisnis, 3(1), 62-72. https://doi.org/10.22219/jmb.v3i1.1715
Pradana. (2019). Analisis Pengaruh Word Of Mouth dan Brand Image terhadap Keputusan Pembelian pada Waroeng Spesial Sambal “SS” Jember. Skripsi. Universitas Jember.
Putra, D.N.E. (2015). Pengaruh Word Of Mouth terhadap Keputusan Pembelian Pada Cafe Roti Gempol dan Kopi Anjis. E-Procedding Of Management, (Vol. 2, hlm: 758-763).
Putri, F.C. (2016). Pengaruh Word of Mouth terhadap Minat Beli dan Dampaknya pada Keputusan Pembelian (Survei Pada Konsumen Legipait Coffeshop Malang). Jurnal Administrasi Bisnis, 34(1), 86-95.
Rachman, R., Abadi, T., W. (2017). Komunikasi Word Of Mouth dan Keputusan Pembelian Batik Bangkalan. Jurnal ASPIKOM, 3(2), 285-295.
Sari, F.P., Yuniati, T. (2016). Pengaruh Citra Merek dan Word of Mouth terhadap Keputusan Pembelian Konsumen. Jurnal Ilmu dan Riset Manajemen, 5(6), 1-15.
Schiffman, L.G dan Kanuk, L.L. 2004. Perilaku Konsumen. Eedisi ketujuh. Jakarta: PT. Gramedia.
Sernovitz, A. (2014). Word Of Mouth Marketing How Smart Companies Get People Talking. America: Greenleaf Book Group Press Austin.
Siregar. (2018). Pengaruh Word of Mouth terhadap Keputusan Pembelian (Studi Pada Cafe Shelter 1 Coffe Jalan Jamin Ginting Medan). Skripsi. Universitas Sumatera Utara.
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sumardy, M. Silviana, dan M. Melona. (2011). The Secret Of Word Of Mouth Marketing. Jakarta: Gramedia Pustaka Utama.
Sutisna. (2012). Perilaku Konsumen dan Komunikasi Pemasaran. Edisi Kedua. Bandung: Remaja Rosdakarya.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 JURNAL ILMIAH RESEARCH STUDENT
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
