PERAN PENTING KOMUNIKASI WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN BAKSO KADIPOLO SURAKARTA

Rida Budiharso, Burhanudin A Y, Ratna Damayanti

Abstract


The research aims to find out and explain the influence both simultaneously and partially of personal factors, interpersonal factors, situational factors and message characteristics of WOM on purchasing decisions in Bakso Kadipolo Surakarta. This research uses descriptive quantitative research design. The population is buyers at Bakso Kadipolo from February 1, 2019 to April 30, 2019 which number around ± 8548 people. The number of samples is 100 respondents. The sampling technique uses a purposive sampling method. The questionnaire is used for data retrieval. The data analysis technique used is statistical analysis. The results showed that the F test of personal factors, interpersonal factors, situational factors and message characteristics of WOM simultaneously and significantly affected the purchasing decisions at the Bakso Kadipolo Surakarta. The results of the t test show that the personal factors of WOM have a positive and significant effect on purchasing decisions at Bakso Kadipolo Surakarta. Interpersonal factors of WOM have a positive and significant effect on purchasing decisions at Bakso Kadipolo Surakarta. Situational factors from WOM have a positive and significant effect on purchasing decisions at Bakso Kadipolo Surakarta. Message characteristic from WOM has a positive and significant effect on purchasing decisions at Bakso Kadipolo Surakarta. The results of the coefficient of determination show personal factors, interpersonal factors, situational factors and message characteristics of WOM have an influence of 49.1% on purchasing decisions at Bakso Kadipolo Surakarta. The most dominant influence on purchasing decisions at Bakso Kadipolo Surakarta is a personal factor because it has the largest t-count value of 7.494. Suggestions from this study are that the Bakso Kadipolo should be able to increase purchases by paying attention to customer conditions through the addition of online order services.

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