Pengaruh Word of Mouth Terhadap Minat Beli Dan Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Legipait Coffeeshop Malang)

Finta Cahya Putri • Srikandi Kumadji • Sunarti Sunarti

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(Bahasa Indonesia, 10 pages)

Abstract

This research aims to: investigate the influence of word of mouth on purchase intention,investigate the influence word of mouth on purchase decision, andinvestigate the influence purchase intention on purchasing decision. The research method used explanatory research with quantitative approach. Total sample is 122 respondent who purchased at Legiapit Coffeeshop Malang. The sampling technique used accidental sampling with questionnaires as the instrument for collecting data. Analysis of the data in this research used descriptive analysis and path analysis. This result of this research shows that:word of mouth has significant influence on purchase intention with path coeffisient (β) is 0,664; word of mouth has significant on purchasing decision with path coefficient (β) is 0,259;purchase intention has significant influence on purchase decision with path coefficient (β) is 0.532. Based on these results it is suggested the Legipait Coffeshop Malang can maintain and increase marketing activities through word of mouth , since the Word of Mouth variable has a significant influence on Purchase Intention and Purchase Decision , which is to improve services and the quality and maintaining thecozy and hommy concept of cafe so the purchase decision will go up ultimately have an impact on corporate profits.

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Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more