Pengaruh Keunikan Produk terhadap Terciptanya Word of Mouth pada Produk Burger (Studi pada Usaha “Rumah Burger” JL Medan Area Selatan- Medan)

Abstract

Competitive world of business today is very tight . To be able to win the competition and maintain its viability , an effort is required to develop appropriate marketing strategies . One of them is to develop a unique product that is able to captivate consumers. Rumah burger is the one of business that has a product that is unique burger. This business is experiencing rapid growth. Elements unique product that can affect the creation of word of mouth is the shape of the product, the taste of products, and product presentation. Formulation of the problem in this research is to determine how much influence the variables unique product consisting of a variable form of the product (X1), the taste of the product (X2), the presentation of the product (X3) on the creation of word of mouth on the product burger in "Rumah Burger". While the purpose of the study was to determine the influence of each variable uniqueness of the product and its effects together to create word of mouth. This research method using an associative method with a quantitative approach. The population used is the consumers who buy products burgers in “Rumah Burger”. By using accidental sampling of 100 respondents. With less data collection techniques are interviews, questionnaires, and documentation. While the analysis technique used is multiple regression analysis with the F test and t test. The results showed that the positive influence of the three variables to create a unique product of word of mouth on a burger products in Rumah Burger. To test the results obtained by simultaneous independent variables jointly influence the creation of word of mouth. While the partial test results obtained by the taste of the product (X2) and the presentation of the product (X3) have a significant effect, while the form of the product (X1) does not significantly influence the creation of word of mouth on a burger products in Rumah Burger.