Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Smarthphone Realme di kota Medan

Abstract

The purpose of this research is to see the effect of word of mouth on the purchase decision of a Realme smartphone. This research uses quantitative methods and uses a Likert scale as a data collection method. The population of this study are people who own/know Realme smartphones in the city of Medan. This study involved 350 subjects. The sampling technique used is non-probability sampling. Based on the calculation results of simple regression analysis, the value of p <0.05, which is equal to 0.000, can be concluded that word of mouth has a significant influence on purchasing decisions. So that the main hypothesis in this study is accepted, that is, there is a positive influence of word of mouth on purchasing decisions. The more positive the word of mouth, the stronger the purchasing decision on Realme smartphones in the city of Medan.