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

Oktavianto, Yudha (2013) PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA USAHA MIE AYAM PAK AGUS DI KOTA BATU. Other thesis, University of Muhammadiyah Malang.

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Abstract

The purpose of research to analyze the influence of WOM in decision of consumer purchasing on Mi Ayam enterprise owned by Pak Agus in Batu. This research used independent variable such as Word of Mouth, and dependenst as decision as consumer. The used of independent variable in this research are to found how the process occured and what are the factors to support the Word of Mouth in decision of consumer purchasing on Mie Ayam enterprise owned by Pak Agus in Batu. The sample of this research is consumer who bought this product. This sample was take with non probability sampling technique. This research use quantitative approach, such as reliability and validity test, classic assumption test, t test, determination coefficient and regression analysis. Based on the data analysis, the result reveals that WOM variable has a positive impact and it can be a big impact in desicion of consumer. From the result of linier regression analysis which has been plainly analyzed shows that the effect of independent is quite influential towards dependent variable is 80, it can be seen on determination coefficient (R2) is 0,772. So, the influence of WOM in WOM in decision of consumer on Mi Ayam enterprise owned by Pak Agus in Batu is 77,2 % and 22,8 % was explained by the other variable which is not include in this research. Coefficient of correlation R (multiple correlation) describe that the interconnected between independent variable which is include WOM variable on dependent variable is decision of purchasing on Mie Ayam enterprise owned by Pak Agus in Batu (Y) its around 0,897. It means that the interconnected between all of variable is closely, because the value of R is close to 1. Variable coefficient service quality dimensions include WOM has a significant influence in decision of consumer purchasing on Mi Ayam enterprise owned by Pak Agus in Batu, it can be explained as a whole variable has a significant <α (5%). Based on the result of regression analysis, it can be formulated as the following regression equality Y= 4,382 + 0,7772x

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 03 Feb 2016 05:02
Last Modified: 03 Feb 2016 05:02
URI : http://eprints.umm.ac.id/id/eprint/20227

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