Frizaldy, Ficky (2024) Pengaruh Word Of Mouth terhadap Keputusan Pembelian pada Usaha Buahan House di Pangkalan Kerinci Kabupaten Pelalawan. Other thesis, Universitas Islam Riau.

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Abstract

This research aims to analyze the influence of word of mouth on purchasing decisions at the Buahan House business in the Kerinci base, Pelalawan district. This research uses descriptive and quantitative research methods. The analytical model used in this research is a simple linear regression test, and hypothesis testing using SPSS 21. The data source for this research uses a questionnaire in the form of respondents' responses regarding consumers' opinions and assessments of word of mouth marketing on creating purchasing decisions. The population in this study were some Buahan House consumers who had previously shopped. The sample taken was 67 respondents who were determined using random sampling techniques. The results of this research show that there is a partial influence of word of mouth that has a significant effect on consumer purchasing decisions. This shows that the dependent variable (purchasing decision) is influenced by the independent variable (word of mouth).

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