Ananda, Yudi Rizki (2025) Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Konsumen pada JM Coffe Ujung Batu Kabupaten Rokan Hulu. Other thesis, Universitas Islam Riau.

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Abstract

Marketing communications means consumers will not know the existence of the product. Promotion is one way to introduce consumers to the company's products in order to achieve the goals designed by the company, by placing advertisements that are considered the most effective so that they can have an influence on consumers, but advertising will require a lot of costs, promotion that does not require a lot of costs is Word of Mouth. One of the promotions carried out is JM Coffee Ujung Batu, Rokan Hulu Regency. This research aims to determine and analyze word of mouth regarding purchasing decisions at JM Coffee Ujung Batu. The indicators of this word of mouth variable are discussing, promoting, recommending and selling products. This research was located at JM Coffee Ujung Batu using a descriptive research type that prioritized questionnaires as a data collection tool and the empirical conditions of the research location. The method used is quantitative. The population in this study were all consumers who had visited JM Coffee Ujung Batu. The sample of this research was 150 people. The sampling technique used was systematic sampling. The type and technique of data collection used consists of primary data collected by observation, questionnaires and interviews. Based on the results, the data analysis technique used is descriptive analysis. The results of this research show that word of mouth has a significant influence on purchasing decisions at JM Coffee Ujung Batu, Rokan Hulu Regency. The value of R Square word of mouth on purchasing decisions with a value of 76.9% means it has a strong influence.

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