Alviorifa, Yalischa (2025) Pengaruh Word Of Mouth Communication Terhadap Keputusan Pembelian Konsumen Pada Kopi Kap Bengkalis. Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted using two variables where variable X is Word of Mouth and variable Y is purchasing decisions. The purpose of using these two variables is to see the influence of the Word of Mouth variable on the purchasing decision variable at Kopi Kap Bengkalis. In this study, researchers used the census method at Kopi Kap and all consumers who shopped at Kopi Kap were used as samples in this study. The data obtained was through observation, questionnaires and interviews which were then analyzed using SPSS Version 22, with the results of testing the hypothesis, which showed that the Word of Mouth variable had a significant effect on purchasing decisions. The coefficient of determination value is influenced by 0.683 or 68.3%, which can influence Word of Mouth on purchasing decisions at Kopi Kap Bengkalis by 0.683 or 68.3%, and the remaining 32% (100% - 68.3%) is influenced by factors. others not examined in this study. Such as product quality, brand, location, and personal preferences.

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