Pengaruh Word of Mouth Wanoja Coffee terhadap Keputusan Pembelian Konsumen

Abstract

Abstract. The development of the coffee industry at this time has become a trend of Majalaya society. Currently, the tradition of coffee is not only limited to guest banquets, but also in several activities such as discussions, sharing, and business meetings, cannot be separated from a cup of coffee. That way Wanoja Coffee uses Word.of.Mouth as a promotional medium Word of mouth. themselves can create good communication so that someone can ask about the product to others before making a transaction. Method quantitative is used by the author with approach associative. Population taken are customers who have purchased goods from Wanoja Coffee, using themethod total sampling with a sample of 55 people. The data obtained were collected through the distribution of questionnaires that have been tested for validity and reliability. The author uses correlation Rank Spearman in order to determine the effect.or relationship between word of mouth on consumer purchasing decisions Wanoja Coffee. Therefore, the data obtained were processed using the SPSS version 25 application. The results showed that of the five dimensions of word of mouth, namely talkers, topics, tools, taking parts, and tracking simultaneously had a 25.6% influence on purchasing decisions at Wanoja Coffee while the remaining 74.4% is a contribution from other variables not examined in this study.

Keywords: Word of Mouth, Purchasing Decision, Wanoja Coffee

Abstrak. perkembangan industri kopi pada masa kini telah menjadi trend masyarakat Majalaya. Dengan begitu Wanoja Coffee menggunakan Word.of.Mouth sebagai media promosinya Word of mouth. sendiri bisa menciptakan komunikasi yang baik sehingga seseorang dapat menanyakan tentang produk ke orang lain sebelum melakukan transaksi. Metode kuantitatif digunakan oleh penulis dengan pendekatan asosiatif. Populasi yang diambil yaitu pelanggan yang telah membeli barang dari Wanoja Coffee, dengan menggunakan metode total sampling dengan sample sejumlah 55 orang. Data yang diperoleh dikumpulkan melalui penyebaran angket yang sudah diuji validitas dan reliabilitasnya. Penulis menggunakan korelasi Rank Spearman guna untuk mengetahui adanya pengaruh atau hubungan.antara.word of mouth terhadap keputusan pembelian konsumen Wanoja Coffee. Maka dari itu data yang diperoleh diolah menggunakan aplikasi SPSS versi 25. Hasil penelitian menunjukkan bahwa dari kelima dimensi word of mouth yaitu talkers, topics, tools, taking parts, dan tracking secara stimultan memiliki pengaruh sebesar 25,6% terhadap keputusan pembelian di Wanoja Coffee. sedangkan sisanya sebesar 74,4% merupakan kontribusi dari variabel lain yang tidak diteliti pada penelitian ini.

Kata Kunci: Word Of Mouth, Keputusan Pembelian, Wanoja Coffee