Pengaruh Word of Mouth Communication Terhadap Keputusan Pembelian di Pasar Tradisional Pajak USU Medan

Abstract

The rapid development of modern market in this country can reduce traditional market reputation in the community so that traditional markets should also improve the comfort and facilities that provide competitive prices to attract back the community and promotion. Promotion is one of the marketing mix is an important activity and play an active role in introducing, inform and remind the benefits of a product which promoted them. One phenomena promotion strategy is Word of Mouth Communication. Kind of promotional strategy Word of Mouth Communications is a marketing strategy made by consumers who have made a purchase or service users and shared her experiences about a product or service to another person so as to attract the attention of others who listened to talks to buy or use the services. The purpose of this study was to determine and analyze the Word of Mouth Communication Influence Buying Decision Against Traditional Markets Pajak USU Jamin Ginting Medan form of quantitative research methods research. The data used are primary data and secondary data. This study uses research data for 3 months and the determination of the hypothesis that a tentative statement about the two variables. Processing data analysis using statistical data processing software SPSS 20 for windows. Based on the results of data analysis using data analysis simple linear regression coefficients are variable Word of Mouth Communication of 0.869; meaning that each additional 1 Word of Mouth Communication value (X), then the Purchase Decision (Y) will increase by 0.869. Word of Mouth Communicatioan influence on the buying decision in traditional markets Pajak USU Jamin Ginting Medan based on the results of hypothesis testing on the respondent is 0.689. Significant correlations are known to be less than 0.05 (0.000 <0.05), which shows both variables significantly correlated.