TY  - THES
N1  - Pembimbing: Lukman Nusa, M. Ikom
ID  - digilib43150
UR  - https://digilib.uin-suka.ac.id/id/eprint/43150/
A1  - Eva Nur Safitri, NIM.: 14730074
Y1  - 2021/01/05/
N2  - Bakpia Pelangi is a culinary business that develops on Jl. jogja-solo km 17 to be
precise at the Sumber Barokah shop. Every day, consumers come to the store. This
product has its own way of promoting and spreading information about its products by
word of mouth. WOM can be an influence of promotional methods because it is more
trusted by consumers, generally information is disseminated from the experience of
satisfied consumers using a brand or product. This has the effect of not only hearing
information but also completing the act of buying a product and making buying interest
increase. This research uses quantitative methods, and data distribution using a
questionnaire. The sources sought in this study were Bakpia Pelangi consumers with the
criteria of knowing Bakpia Pelangi products from other people and from WOM with a
sample size of 100 people. The study used simple analytical techniques, and after
processing it found the effect of word of mouth on purchase intention. The results
showed that the relationship between the two variables was very strong because it was in
the interval 0.80 - 1.00. This value indicates that there is a very strong relationship or
relationship between word of mouth (Variable X) and purchase intention (Variable Y).
while R Square is converted into percent, namely: 0.784 x 100% = 78.4%. This value
shows that 78.4% of the influence of word of mouth on the purchase intention of Bakpia
Pelangi products. Meanwhile, the remaining 21.6% is influenced by other factors not
examined.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - marketing; buying interest; oleh-oleh khas Yogyakarta; promosi
M1  - skripsi
TI  - PENGARUH "WORD OF MOUTH" TERHADAP MINAT BELI
KONSUMEN PRODUK BAKPIA PELANGI
(survei Pada Pengunjung Toko Sumber Barokah Prambanan Periode 2019)
AV  - restricted
EP  - 113
ER  -