Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Kuliner “jadah Tempe Mbah Carik”
Abstract
This research explores various forms of marketing communications, with a particular
focus on the impact of word-of-mouth marketing. Word-of-mouth communication plays a
pivotal role in informing consumers about products and influencing their purchase
decisions. In this study, we target consumers interested in purchasing Jadah Tempe Mbah
Carik, examining the information transmitted through word-of-mouth channels. Our
analysis includes multiple assessments to evaluate the validity and reliability of the
collected data. First, validity testing reveals the robustness of the word-of-mouth
instrument, as each statement's r count surpasses the r table threshold. Additionally, the
purchase decision table demonstrates validity, as all r count values exceed the r table
threshold. Secondly, the reliability test confirms the dependability of the data, as the
obtained values exceed the critical threshold. Thirdly, the normality test demonstrates that
the data is generally distributed, as evidenced by the One Sample Kolomogorov-Smirnov
test, histogram graphs, and normal p-p regression standardized residual graphs.
Furthermore, the simple linear regression test indicates a positive correlation between
word of mouth and purchasing decisions. Moreover, the correlation coefficient test reveals
a strong relationship between word of mouth and purchasing decisions. The determinant
coefficient test underscores the substantial influence of word of mouth on purchasing
decisions. In conclusion, this research underscores the significance of word-of-mouth
marketing in shaping consumer purchasing choices for Jadah Tempe Mbah Carik. It
employs a range of rigorous assessments to validate and analyze the data, providing
valuable insights into the impact of word-of-mouth communication on consumer behavior.
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