Analisis Peranan Word of Mouth Marketing Communication terhadap Keputusan Pembelian Konsumen (Studi pada Grand Keude Kupie Uleekareng dan Gayo Medan)

Abstract

One of the forms of marketing communication is word of mouth marketing communication, this marketing communication can aid company in promoting its products and raise its image and is one of ways of the most preferred marketing for it does not need to expense promotion cost at all. Consumers tend to decide to make a deal to buy a product which has had a good brand image and is quite wellknown in society. This research is objected to find out the roles of word of mouth marketing communication on taking decision in purchasing of Grand Keude Kupie Uleekareng and Gayo Medan consument. The sample used in this research were 100 respondents. Data analysis that used in this research were instrument test, classical instrument test, simple linear regression analysis and the coefficient of determination (R2 ). Based on simple linear regression result is that word of mouth marketing communication have a positive and significant influence on purchasing decisions with a regression coefficient is 0,368 and have tcount > ttable is 7,006 bigger than 0.3610. With inffluence on purchasing decisions by 43.4%.