Pengaruh Word of Mouth Communication terhadap Keputusan Pembelian di Artline Studio Gallery Salon & Spa Medan

Abstract

In this era of globalization, the development of the business world is growing rapidly. This is caused by the proliferation of demand for the fulfillment of human needs that are more varied. There are several business sectors that are growing very rapidly, such as the property sector and business, clothing, food and beverage as well as salon and spa. Medan one of the cities in Indonesia which is now highly developed business world. One business that is currently very competitive in the city of Medan is a business in the field of beauty. This statement can be proved by the more easily consumers find beauty treatment center such as salons and spas. . The purpose of this study was to determine and analyze the Word of Mouth Communication Influence Consumer Buying Decision Against the Artline Studio Gallery Salon & Spa with a form of research quantitative research methods. The sample used in this study were 93 respondents. Analysis of the data used is the test instrument, the classical assumption test, simple linear regression analysis and coefficient of determination (R2). Based on simple linear regression result is word of marketing communication has a positive and significant influence on purchasing decisions with a regression coefficient of 0.659 with t> t table is greater than 1.66177 10.599. By giving an influence on purchasing decisions by 55.2%.