Email this article Pengaruh Word of Mouth Terhadap Keputusan Pembelian di Angkringan M&B Medan
(1) Universitas Medan Area
(2) Universitas Medan Area
Abstract
This study aims to examine and analyze the influence of Word of Mouth on consumer purchasing decisions at Angkringan M&B Medan. This research employs a quantitative design with a non-probability sampling technique using incidental sampling, involving 94 consumers of Angkringan M&B Medan as respondents. The research instrument is a questionnaire that has been tested for validity and reliability. Data analysis was performed using simple linear regression. The results show that Word of Mouth has a positive and significant influence on consumer purchasing decisions, with a regression coefficient of 1.892, a significance value of 0.000, and a coefficient of determination of 0.478. This means that 47.8% of the variation in purchasing decisions can be explained by Word of Mouth, while the remaining 52.2% is influenced by other factors outside the research model. This study concludes that the more positive, convincing, and trustworthy the information conveyed directly among consumers, the higher the tendency of consumers to decide to make purchases at Angkringan M&B Medan.
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DOI: https://doi.org/10.34007/jehss.v9i1.3204
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This work is licensed under a Creative Commons Attribution 4.0 International Public License