Willy, Willy (2020) Pengaruh Word of Mouth terhadap Keputusan Pembelian La Madame Florist. Skripsi thesis, Universitas Tarumanagara.
Full text not available from this repository.Abstract
Abstract Over time, more and more flower shops can be accessed offline and online. La Madame Florist Florist utilizes word of mouth in attracting the attention of consumers. So this study aims to determine the effect of word of mouth on the purchasing decision of the La Madame Florist brand flower by using a quantitative descriptive approach. Researchers took a sample of La Madame Florist buyers using Google forms with a total of 100 respondents distributed via social media. Data analysis was conducted by researchers using statistical products and service solutions (SPSS) version 15. It is known that the coefficient of determination in the R Square table of 0.246 shows that 24.6% of purchasing decisions are influenced by word of mouth. It is known that the coefficient of Word of Mouth correlation has a strong enough relationship to the purchase decision and is positive because it is between the intervals of 0.40 - 0.599. then from the results obtained, the writer can provide some conclusions. The conclusion is that Word of mouth has a positive and significant influence on purchasing decisions at La Madame Florist. Seiring perkembangan waktu, semakin banyak toko bunga yang dapat diakses secara online selain dengan metode penjualan offline. Toko Bunga La Madame Florist memanfaatkan word of mouth dalam menarik perhatian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth terhadap keputusan pembelian bunga merek La Madame Florist dengan menggunakan pendekatan deskriptif kuantitatif. Peneliti mengambil sampel pembeli La Madame Florist dengan menggunakan google form dengan total 100 responden yang disebarkan melalui media sosial. Analisis data yang dilakukan peneliti menggunakan program SPSS versi 15. Berdasarkan hasil penelitian yang telah diperoleh dan telah dijelaskan oleh penulis mengenai word of mouth terhadap keputusan pembelian di La Madame Florist. Diketahui bahwa nilai koefisien determinasi pada tabel R Square sebesar 0.246 menunjukkan bahwa 24.6% keputusan pembelian dipengaruhi word of mouth. Diketahui bahwa nilai koefisien korelasi Word Of Mouth memiliki hubungan yang cukup kuat terhadap Keputusan pembelian dan bersifat positif karena berada di antara interval 0,40 - 0,599. maka dari hasil yang didapat tersebut penulis dapat memberikan beberapa kesimpulan. Kesimpulannya adalah Word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian di La Madame Florist. Keywords la madame florist; purchase decisions; word of mouth
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ilmu Komunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Ilmu Komunikasi |
| Depositing User: | FIKOM Perpus |
| Date Deposited: | 25 Aug 2021 06:47 |
| Last Modified: | 25 Aug 2021 06:47 |
| URI: | http://repository.untar.ac.id/id/eprint/21536 |
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