PENGARUH WORD OF MOUTH MARKETING TERHADAP KEPUTUSAN PEMBELIAN MINUMAN TEANOL CABANG THEHOK DI JAMBI

Bagas Danadipa, Bagas Danadipa (2021) PENGARUH WORD OF MOUTH MARKETING TERHADAP KEPUTUSAN PEMBELIAN MINUMAN TEANOL CABANG THEHOK DI JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Bagas Danadipa / 1500861201273/ Faculty of Economics University Batanghari Jambi/ The Influence of word of mouth marketing on consumer purchasing decisions At Teanol Thehok Jambi /1st Advisor Pupu Sopini, SE, MM /2nd Advisor Riko Mappadeceng, SE, MM. There are several problems that can be identified from the background of the problem, namely: The number of outlets selling Thai Tea drinks in Jambi City is increasing and resulting in a decrease in the revenue of the Teanol beverage shop. So that Teanol does a word of mouth promotion. Competition between business people is unavoidable, so Teanol must find ways to keep their products selling well in the market. The population in this study were consumers who knew about Teanol beverage products, especially those at the Thehok branch of Teanol outlets. The number of respondents whose answers will be studied is 96 respondents. According to Umar (2013:65) to determine the minimum number of samples needed in the Slovin method, 96.04 respondents were rounded up to 96 respondents. Testing the research hypothesis is done by testing simultaneously and partially using SPSS. The Teanol beverage shop first opened its outlet in Thehok in 2016, and until now this outlet has been renovated and is still their outlet that contributes the most revenue. Teanol has a vision to make them number 1 in their field, and their mission is to provide the best quality products at affordable prices, produce products according to applicable standards, improve the quality of human resources to be able to be creative and innovate professionally, and provide the best service for customers and franchise partners. The result of the ttable calculation is 1.98552. While the results of the calculation of tcount obtained 3,904 results. Thus, it can be concluded that tcount> ttable is 3.904>1.98552 and significant is 0.000 <0.05. So this means that Ha is accepted in other words that the Word Of Mouth variable has a significant influence on purchasing decisions in Jambi City. Based on the research objectives and the results of the discussion, it can be concluded that the Word of Mouth at the Teanol Drink S

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