Pengaruh Komunikasi Word Of Mouth Terhadap Kepercayaan dan Keputusan Berbelanja Online di Kalangan PNS di Kantor Gubernur Sumatera Utara

Abstract

The purpose of this study is to find out the effect of word of mouth communicaiion in faith and decisions to shopping on!ine. This study is using some theory such as marketing communication, word of mouth communication, theory of faith, theory of buying decision, theory of online shopping, and AID DA. This study is using correlation method. The population of this study/research are the civil servants in the governor ~ffice ~f North Sumatera that have online shopping as many as i 63 people. The withdrawal of the sample is using purposive sampling technique so found 116 responden as a study sample. The result of the hypothesis were show that the first hypothesis discovered that coefficient of the correlation between word of mouth communication and the faith to on line shopping acquired t __ count ~f 1.809, while the t _ table are 1.989, so the result is t_count < t_ table. This means that Ha was rejected while Ho was accepted. In other word" there was no effect between word of mouth communication and the faith to online shopping among the civil servant in the governor office of North Sumatera. It shows that the word of mouth communication and the faith to online shopping has an effect but that is not significant. As for the second hypothesis it was discovered that coefficient of the correlation between word of mouth communication and the decicions to online shopping acquired t__ count of 4. 5 20 while the t table are 1. 980, so the result is t count > t _ table. So for the second hypothesis the result is Ha was accepted and Ho was rejected, in other words there is an effect between word ~f mouth communication and the decision to online shopping among the civil servant in the governor office of North Sumatera. It shows that the word of mouth communication and the decision to online shopping has an effect and that is significant.