PENGARUH WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN CHONG BAK KUT TEH (CBKT) GADING SERPONG

Mohamad Hisyam Diah; Valentino Vercelli

doi:10.47492/jip.v4i2.2671

Mohamad Hisyam Diah Pradita University
Valentino Vercelli Pradita University

DOI: https://doi.org/10.47492/jip.v4i2.2671

Keywords: Word of Mouth, Purchase Decision, Restaurant, Guest

Abstract

The food and beverage industry is expected to be one of the supporting sectors for national economic growth. Therefore, the more restaurant businesses are built, promotion or marketing is needed amid the restaurant's competition. Word of Mouth is a widely used marketing method because it is very effective and doesn't have to cost money. With this marketing method, it is believed to have great potential to make people make purchasing decisions at Chong Bak Kut Teh restaurants. This research was conducted to determine the effect of Word of Mouth (X) on Purchase Decision (Y) at Chong Bak Kut Teh Restaurant Gading Serpong. The research method used is quantitative with the type of verification and survey description. The sampling technique used in this research was done through non-probability sampling method with purposive sampling technique with a total of 100 respondents. Testing the data analysis was done by simple linear regression analysis. The results of this study indicate that Word of Mouth has an influence on purchasing decisions by 56% based on the coefficient of determination R2 and Word of Mouth is considered to have an effect on purchasing decisions to CBKT with the results of t-count exceeding t-table, namely 11.329 > 1.984.

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