Pengaruh Word of Mouth Communication Terhadap Keputusan Pembelian (Studi pada Konsumen Richeese Factory Medan).

Abstract

In this era of globalization has been a lot of cake shops that have sprung up in all countries, as in Indonesia, especially in Medan also has many scattered cake shops everywhere. The addition of new cake shop located in Medan City area, be it cake for upper, middle and lower economic, will increase the level of competition among the pastry shop in the current economic situation of Indonesia. The purpose of this study is to know and analyze the Effect of Word of Mouth Communication Against Purchasing Decision (Study on Richeese Factory Medan Consumer) with research form quantitative method. This research used100 respondents as a sample. Data analysis used were instrument test, classical assumption test, simple linear regression analysis and coefficient of determination (R2). Based on simple linear regression result of word of mouth communication have positive and significant influence to purchase decision with regression coefficient equal to 0,402 with t count> t table that is 8,211 bigger than 1,984. Thus the effect of word of mouth communication on purchasing decision is 40,2%.