Pengaruh Word of Mouth Communication terhadap Keputusan Pembelian Konsumen pada Distro Euphoria Rock Store Medan

Abstract

Distro Euphoria Rock Store Medan, word of mouth communication is considered effective as one of media promotion because communication from mouth to mouth assessed more convincing because base from a reference source inform a product because he satisfied to the performance of the product. In addition word of mouth communication cost is relatively more honest and natural than other types of promotion. This research was conducted in Distro Euphoria Rock Store Medan which is located at Dr. Mansyur Street Medan. This study aims to determine and analyze the influence of word of mouth communication to consumer purchasing decisions at the Distro Euphoria Rock Store Medan. This study used 100 respondents as sample of research sampling technique using multy stage sampling. Data analysis method used is quantitative analysis methods which is include validity test, reliability test, classical assumption test, simple linear regression analysis, hypothesis test through t-test and coefficient of determination test (R2 test). Data that has fulfilled valditas testing, reliability testing, and classical assumption is processed to produce a regression equation as follows: Y = 15,773 + 0,695X Where is the purchase decision variable (Y), word of mouth communication (X). The t-test hypothesis shows that service quality has a positive and significant effect on purchasing decision. The coefficient of determination test (R2 ) seen in Adjusted R Square of 0.401 indicates that 40,1% purchasing decisions in Distro Euphoria Rock Store Medan can be explained by word of mouth communication variables and while the remaining 59,9% can be explained by variables not examined in this research