PENGARUH “WORD OF MOUTH” TERHADAP MINAT BELI KONSUMEN (Survei Terhadap Konsumen Koki Joni Pasta & Turkey Di Yogyakarta)

RIDHO RIS JUNIOR, NIM .14730026 (2019) PENGARUH “WORD OF MOUTH” TERHADAP MINAT BELI KONSUMEN (Survei Terhadap Konsumen Koki Joni Pasta & Turkey Di Yogyakarta). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA YOGYAKARTA.

Preview	Text (PENGARUH “WORD OF MOUTH” TERHADAP MINAT BELI KONSUMEN (Survei Terhadap Konsumen Koki Joni Pasta & Turkey Di Yogyakarta)) 14730026_BAB I_BAB IV_DAFTAR PUSTAKA_LAMPIRAN.pdf - Published Version Download (10MB) | Preview
	Text (PENGARUH “WORD OF MOUTH” TERHADAP MINAT BELI KONSUMEN (Survei Terhadap Konsumen Koki Joni Pasta & Turkey Di Yogyakarta)) 14730026_BAB II _BAB III.pdf - Published Version Restricted to Registered users only Download (2MB)

Abstract

Koki Joni is one of the growing culinary businesses in Yogyakarta. Every week, hundreds of consumers come to his restaurant. Koki Joni is fairly inactive to advertise on social media. Koki Joni has his own way to advertise and spread information about his products, which is word of mouth. WOM can be an influence advertising method because it is more trusted because in general information is disseminated from the experience of a satisfied consumer using a brand or product. This can make the influence not only know the information but also accompanied by the act of purchasing products and make buying interest increase. This research use quantitative methods, and the data collection use questionnaires. Resource persons sought in this research were consumers of Koki Joni in Yogyakarta, with criteria for knowing Joni chefs from other people or from WOM with a sample of 100 peoples. This research use a simple correlation analysis technique, and after processing it is found that there is an influence between word of mouth with buying interest. These results obtained from the processed results show a significance level of 0.0000, this indicates 0.0000 <0.1. Hypothesis results are accepted if the significance level is denoted by p <0.1 and will be rejected if p> 0.1. While the correlation value between the two variables is 0.848. This shows that the relationship between the two variables is very strong, because they are in the interval 0.80 - 1.00. This value indicates there is a correlation or a very strong relationship between word of mouth (Variable X) with buying interest (Variable Y). For the results of a simple linear equation as follows: Y = 9,138 + 0.507 X, the equation shows that the X coefficient value of 0.507 means that if word of mouth (X) increases by one point, the consumer buying interest of Chef Joni (Y) will increase 0.507 points.

Share this knowledge with your friends :

Actions (login required)

View Item