PENGARUH KOMUNIKASI WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN PONSEL CROSS DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
SUJAKA, MUTRA
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-23 01:16:42
Abstract :
Activities of Word of Mouth (WOM) is formed by four dimensions namely: intensity of WOM, WOM positive intensity, WOM negative intensity, contents of WOM. WOM power exceeds the power of the various forms of promotion. In certain situations, WOM has a greater influence on consumer behavior than personal selling, promotional print , and radio. This research is a field of research that uses questionnaires for data collection to gain as 120 people. The selected sampling technique was purposive sampling in which the sample determination criteria is that the person concerned and ever using mobile phones Cross. Data analysis was done by using a multiple linear regression analysis by SPSS 11.50. The results found that WOM intensity significantly influence purchasing decisions by tcount of 2,632 and significant level of 0.010 (p < 0,05). Tendency of positive WOM significantly influence purchasing decisions by tcount of 2,736 and significance level of 0.007. Tendency of negative WOM significantly influence the purchase decision by tcount of 2.628 with significance level of 0.010. The contents of WOM significantly influence purchasing decisions by tcount of 2,531 with significance level of 0.013. Taken together, WOM Intensity, WOM positive tendency, WOM negative tendency , and the content of WOM significantly effect purchasing decisions for product Cross in Surabaya because Fcount is 14.326 with significance level of 0.000. Keywords : word of mouth, purchase decision, mobile phones Cross.
Activities of Word of Mouth (WOM) is formed by four dimensions namely: intensity of WOM, WOM positive intensity, WOM negative intensity, contents of WOM. WOM power exceeds the power of the various forms of promotion. In certain situations, WOM has a greater influence on consumer behavior than personal selling, promotional print , and radio. This research is a field of research that uses questionnaires for data collection to gain as 120 people. The selected sampling technique was purposive sampling in which the sample determination criteria is that the person concerned and ever using mobile phones Cross. Data analysis was done by using a multiple linear regression analysis by SPSS 11.50. The results found that WOM intensity significantly influence purchasing decisions by tcount of 2,632 and significant level of 0.010 (p < 0,05). Tendency of positive WOM significantly influence purchasing decisions by tcount of 2,736 and significance level of 0.007. Tendency of negative WOM significantly influence the purchase decision by tcount of 2.628 with significance level of 0.010. The contents of WOM significantly influence purchasing decisions by tcount of 2,531 with significance level of 0.013. Taken together, WOM Intensity, WOM positive tendency, WOM negative tendency , and the content of WOM significantly effect purchasing decisions for product Cross in Surabaya because Fcount is 14.326 with significance level of 0.000. Keywords : word of mouth, purchase decision, mobile phones Cross.
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