| dc.description.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 | en_US |
