THE IMPACT OF WORD OF MOUTH ON CONSUMERS’ PURCHASING DECISION

Authors

  • Hario Tamtomo Faculty of Economic and Business, University of Muhammadiyah Jambi
  • Wella Sandria Faculty of Economic and Business, University of Muhammadiyah Jambi
  • Arniwita Faculty of Economic and Business, University of Muhammadiyah Jambi
  • Ayu Astri Purwati Faculty of Business, Pelita Indonesia Institute of Business and Technology, Pekanbaru

Abstract

This study aims to analyze the description of consumer characteristics and analyze the effect of Word Of Mouth (WOM) on consumers’ purchasing decisions in Jkov Koffie Jambi. This study uses a quantitative approach, primary data collection was obtained through interviews, observations and distributing questionnaires to 100 respondents to obtain information about the influence of the power of word of mouth promotion on Jkov Koffie Jambi's consumers’ purchasing decisions. The data is processed by a simple regression method with word of mouth as the independent variable (X) and consumers’ purchasing decisions as the dependent variable (Y). The results of this study indicate that men still dominate by 52% compared to female respondents, 75% of consumers are aged 26-36 years, the majority of consumers are millennials and students where they have visited Jkov Koffie at least 1-2 times. Meanwhile, the simple regression test results show that significantly (0.000 < 0.05), the word of mouth variable affects purchasing decisions at Jkov Koffie Jambi by 17.9% with an R2 value of 0.125.

 

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Published

2022-03-22

How to Cite

Tamtomo, H. ., Sandria, W. ., Arniwita, A., & Ayu Astri Purwati, A. A. . (2022). THE IMPACT OF WORD OF MOUTH ON CONSUMERS’ PURCHASING DECISION. International Conference of Business and Social Sciences, 2(1), 10–18. Retrieved from https://debian.stiesia.ac.id/index.php/icobuss1st/article/view/145