PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA USAHA MIE AYAM PAK AGUS DI KOTA BATU
PT. Surya Madistrindo
The research objective was to determine the influence of communication Word Of Mouth (WOM) on consumer purchasing decisions at Pak Agus chicken noodle products in Batu city. The method used was a survey. The dependent variable was purchase decision and the independent variable was Word of Mouth Communication. Respondents were consumers who make repeat purchases in chicken noodle Pak Agus least three times, as many as 100 people. Sampling technique used purposive sampling. Data collection was using questionnaires. Analysis tool used was a simple linear regression. The results showed the positive influential among variables Word Of Mouth (WOM) on Purchase Decision which was supported by 77.2% contribution. It meant that all consumers who buy chicken noodle were 77.2% influenced by the communication word of mouth.
Keywords: Communication, Word of Mouth, Purchase Decision