i ABSTRAK
PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRO EUPHORIA
ROCK STORE MEDAN
Nama : Aulia Ilham Prayitno NIM : 110907098
Program Studi : S1-Ilmu Administrasi Niaga/Bisnis Fakultas : Ilmu Sosial dan Ilmu Politik
Pembimbing : Dr. Humaizi, MA
Distro Euphoria Rock Store Medan, word of mouth communication dinilai efektif sebagai salah satu media promosi karena komunikasi dari mulut ke mulut dinilai lebih meyakinkan karena dasar dari seorang sumber rujukan menginformasikan sebuah produk karena ia puas terhadap kinerja produk tersebut. Selain itu word of mouth communication biayanya relatif lebih jujur dan alami dibanding jenis promosi lain.
Penelitian ini dilakukan di Distro Euphoria Rock Store Medan yang beralamat di jalan Dr. Mansyur Medan. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh word of mouth communication terhadap keputusan pembelian konsumen pada Distro Euphoria Rock Store Medan.
Penelitian ini menggunakan 100 responden sebagai sampel penelitian dan teknik penentuan sampel menggunakan metode multy stage sampling. Metode analisis data yang digunakan adalah metode analisis kuantitatif yaitu meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier sederhana, pengujian hipotesis melalui uji-t dan uji koefisien determinasi (uji R2). Data yang telah memenuhi uji valditas, uji reliabilitas, dan uji asumsi klasik diolah sehingga menghasilkan persamaan regresisebagai berikut:
Y = 15,773 + 0,695X
Dimana variabel keputusan pembelian (Y), word of mouth communication (X). Pengujian hipotesis uji-t menunjukkan bahwa word of mouth communication berpengaruh positif dan signifikan terhadap keputusan pembelian.
Uji koefisien determinasi (R2) yang terlihat pada Adjusted R Square sebesar 0,401 menunjukkan bahwa 40,1% keputusan pembelian pada Distro Euphoria Rock Store Medan dapat dijelaskan oleh variabel word of mouth communication sedangkan sisanya 59,9% dapat dijelaskan oleh variabel-variabel yang tidak diteliti pada penelitian ini.
Kata kunci: Keputusan Pembelian dan Word Of Mouth Communication.
ii ABSTRACT
THE EFFECT OF WORD OF MOUTH COMMUNICATION AGAINST CONSUMER PURCHASING DECISION ON DISTRO EUPHORIA ROCK
STORE MEDAN
Name : Aulia Ilham Prayitno NIM : 110907098
Departement : S1-Business Administration Faculty : Political an Social Science Advisor : Dr. Humaizi, MA
Distro Euphoria Rock Store Medan, word of mouth communication is considered effective as one of media promotion because communication from mouth to mouth assessed more convincing because base from a reference source inform a product because he satisfied to the performance of the product. In addition word of mouth communication cost is relatively more honest and natural than other types of promotion.
This research was conducted in Distro Euphoria Rock Store Medan which is located at Dr. Mansyur Street Medan. This study aims to determine and analyze the influence of word of mouth communication to consumer purchasing decisions at the Distro Euphoria Rock Store Medan.
This study used 100 respondents as sample of research sampling technique using multy stage sampling. Data analysis method used is quantitative analysis methods which is include validity test, reliability test, classical assumption test, simple linear regression analysis, hypothesis test through t-test and coefficient of determination test (R2 test). Data that has fulfilled valditas testing, reliability testing, and classical assumption is processed to produce a regression equation as follows:
Y = 15,773 + 0,695X
Where is the purchase decision variable (Y), word of mouth communication (X). The t-test hypothesis shows that service quality has a positive and significant effect on purchasing decision.
The coefficient of determination test (R2) seen in Adjusted R Square of 0.401 indicates that 40,1% purchasing decisions in Distro Euphoria Rock Store Medan can be explained by word of mouth communication variables and while the remaining 59,9% can be explained by variables not examined in this research
Key Word: Purchasing Decision and Word Of Mouth Communication.
