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On: Oct 22, 2019 @ 5:41 AM
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• 1. Title [Judul]: Pengaruh Word of Mouth Terhadap Keputusan Pembelian pada Rumah Makan Kedai Kopi Ading Balikpapan
• 2. Creator [Pengarang/ penulis]: Muhammad Akbar
• 3. Subject [Subjek dan kata kunci]: Word of Mouth, Purchasing Decisions.
• 4. Description [Abstrak] : WOM (Word of Mouth) is an activity where consumers provide information about a brand or product to other consumers. WOM is an effective, inexpensive, and credible marketing communication tool. The purposes of this research are to test and analyze the influence of Word of Mouth which consists of sub-variables, namely: Talkers, Topics, Tools, Taking Part and Tracking simultaneously and partially, and to find out which one of those variables more dominant on the Purchasing Decision of Kedai Kopi Ading Balikpapan. Data collection techniques are done by observation, interviews and questionnaires. Then the analysis tools use validity test, reliability test, classic assumption test, multiple linear regression analysis and hypothesis testing with the help of SPSS 20, respondents of this study were 99 people. The conclusion of this research that according to the F Test (Simultaneous) shows that the Word of Mouth variable consisting of Talkers, Topics, Tools, Taking Part and Tracking simultaneously influence the Purchasing Decision. As for the T test (Partial), shows that among the five Word of Mouth sub-variables are only Talkers and Taking Part that have partial influences, while Topics, Tools, and Tracking have no influences on Purchasing Decisions. And the most influential sub-variable is Talkers. The researcher suggest four things. First, Carrying out new innovations. Second, making social media a promotional tool. And the last Providing more space for consumers as a place to express criticism and suggestions.
• 5. Publisher [Nama Lembaga Kontributor]: Program Studi Ilmu Administrasi Bisnis
• 6. Contributor [Pembimbing, promotor, ilustrator, produser, dll.] : Dr. Finnah Fourqoniah. S.Sos,. M.Si, Adietya Arie H, S.Sos, M.AB
• 7. Date [Tanggal / tahun penciptaan atau penerbitan]: 22 Oktober 2019
• 8. Type: Artikel
• 9. Identifier/ permalink [URL menuju konten di lembaga kontributor]: https://ejournal.adbisnis.fisip-unmul.ac.id/site/?p=2194
• 10. Right [Contoh: CCL, MIT, Open Document, dll.]: Skripsi