Pengaruh Word Of Mouth Terhadap Keputusan Pembelian (Survey Pada Konsumen Toko Busana Ivo International Fashion Marpoyan Di Kota Pekanbaru)

Ariyanti, Riska (2021) Pengaruh Word Of Mouth Terhadap Keputusan Pembelian (Survey Pada Konsumen Toko Busana Ivo International Fashion Marpoyan Di Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

THE INFLUENCE OF WORD OF MOUTH ON PURCHASE DECISION (SURVEY ON CONSUMER FASHION STORE IVO INTERNATIONAL FASHION MARPOYAN IN PEKANBARU CITY) ABSTRACT RISKA ARIYANTI Purchase Decision The purpose of this study was conducted to determine the effect of word of mouth on purchasing decisions, the survey was conducted on consumers of Marpoyan Ivo International Fashion Clothing Store. Indicators of word of mouth used are reference groups and opinion leaders. Purchasing decision indicators used are: product choice, brand choice, dealer choice, purchase amount, purchase time, and payment method.This study uses a survey method through a quantitative approach. The sampling technique used in this research is purposive sampling, provided that you have made at least 2 purchases. The sample used was 80 consumers who were respondents. The data collection methods used were questionnaires and documentation. Data analysis is descriptive quantitative and the analysis technique used is simple linear regression analysis which is processed using SPSS 22 software. The results show that there is a significant positive effect between word of mouth on purchasing decisions with t test results showing t-count>t-table = 26,319>1,664. The R-Squere (R2) value of 0.899 (89.90%) means that word of mouth affects consumer purchasing decisions at the Ivo International Fashion Marpoyan Clothing Store in Pekanbaru City, while the rest is 10.10% (100% -89.90) %) influenced by other factors not observed in this study. If word of mouth is positive, it will make loyal customers attract other consumers in making purchasing decisions so that they can increase company sales.

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