PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN (Studi pada Konsumen Kober Mie Setan jalan Simpang Soekarno-Hatta nomor 1-2 Malang)

Abstract

This Research aims to determine : the effect of word of mouth on purchase decision , the effect of purchas e decisionon consumer satisfaction , the effect of word of mouth on consumer satisfaction , and the effect of word of mouth on consumer satisfaction through the purchase decision. The type of research was explanatory research with quantitative approach. The participants of the research are the consumerwho are buy the Kober Mie Setan by word of mouth, with a total sample of 116 respondents . The sampling technique using simple random sampling with the method of data collection using questionnaires . D escriptive analysis and path analysis were used in this study. The results of this study reveals that: word of mouth has direct and significantly effect on purchase decision , purchase decision has direct and significantly effect on consumer satisfaction , word of mouth has direct and significantly effect on consumer satisfaction , and word of mouth has significantly effect on consumer satisfaction through purchase decision as a mediator variable . Thus, Kober Mie Setan should maintain a positive image by improving the quality of their current menus, it should be able encourage consumers to establish the word of mouth. Kober Mie Setan should expand the networks through social media to create positive word of mouth in the community. Keywords : Word of Mouth , Purchase Decision , Consumer Satisfaction Abstrak Penelitian ini bertujuan untuk menjelaskan tentang: pengaruh word of mouth terhadap keputusan pembelian, pengaruh keputusan pembelian terhadap kepuasan konsumen, pengaruh word of mouth terhadap kepuasan konsumen, dan pengaruh word of mouth terhadap kepuasan konsumen melalui keputusan pembelian. Jenis penelitian yang digunakan adalah penelitian penjelasan atau explanatory research dengan pendekatan kuantitatif. Populasi dari penelitian ini adalah konsumen kober mie setan yang membeli berdasarkan word of mouth dengan total sampel sebanyak 116 orang responden. Teknik pengambilan sampel menggunakan teknik simple random sampling dengan metode pengumpulan data menggunakan kuesioner. Analisis deskriptif dan analisis jalur ( path analysis ) yang digunakan dalam penelitian ini. Hasil dari penelitian ini menjelaskan bahwa: variabel word of mouth berpengaruh signifikan terhadap variabel keputusan pembelian, variabel keputusan pembelian berpengaruh signifikan terhadap variabel kepuasan konsumen, variabel word of mouth berpengaruh signifikan terhadap variabel kepuasan konsumen, dan variabel word of mouth berpengaruh signifikan terhadap variabel kepuasan konsumen melalui variabel keputusan pembelian sebagai variabel mediator. Dengan demikian, sebaiknya Kober Mie Setan dapat mempertahankan citra positif dengan meningkatkan kualitas makanan dan minuman yang sudah ada, sehingga dapat mendorong konsumen untuk melakukan word of mouth, Kober Mie Setan sebaiknya memperluas jaringan di sosial media untuk menciptakan word of mouth agar lebih dikenal masyarakat secara luas. Kata kunci: Word of Mouth , Keputusan Pembelian , Kepuasan Konsumen

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