The Effect of Word of Mouth Influence on Consumer Purchasing Decision

Ernita Dian Puspasari (), Dewi Rakhmawati and Krisnawuri Handayani
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Ernita Dian Puspasari: University of Merdeka Malang
Dewi Rakhmawati: University of Merdeka Malang
Krisnawuri Handayani: University of Merdeka Malang

A chapter in Proceedings of the 20th International Symposium on Management (INSYMA 2023), 2024, pp 306-312 from Springer

Abstract: Abstract This research aims to recognize the effect on how Word of Mouth by direct communication as a marketing tool related to consumer purchasing decision at NdalemRatu Singosari, one of a historic themed restaurant. The samples of this study were taken from 30 customers at the diner. This research uses validity and reliability tests as the examine methods to a set of questionaires as research instrument, including hypothesis testing, T-test, and the coefficient of determination. The simple linear regression analysis were tested by SPSS ver. 25. The result of this study show that there is effect of word of mouth on customer’s purchasing decision at NdalemRatu Singosari. The word of mouth influencing 43% customer’s purchasing decision at NdalemRatu Singosari.

Keywords: Historic Restaurant; Purchasing Decision; Word of Mouth (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-244-6_47

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DOI: 10.2991/978-94-6463-244-6_47

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