Utami, Ita Novitasari (2016) WORD OF MOUTH MARKETING MELALUI MEDIA SOSIAL TWITTER SERTA PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN : Survey Pelanggan Sumo Ramen Bar Cabang Tubagus Ismail Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Permasalahan yang dikaji dalam penelitian ini adalah menurunnya pertumbuhan volume penjualan Sumo ramen bar. Permasalahan ini harus dapat segera diatasi agar tidak menjadi hambatan bagi perusahaan. Penelitian ini bertujuan untuk mengetahui gambaran mengenai word of mouth marketing menurut persepsi pelanggan, keputusan pembelian pelanggan, dan bagaimana pengaruh word of mouth marketing terhadap keputusan pembelian pelanggan di Sumo ramen bar. Penelitian ini menggunakan metode deskriptif dan verifikatif. Jumlah sampel dalam penelitian ini adalah 100 orang, dengan menggunakan teknik penarikan sampel insidental sampling. Teknik analisis yang digunakan adalah koefisien korelasi pearson product moment dan analisis regresi sederhana. Menggunakan uji t dalam pengujian hipotesis untuk melihat pengaruh parsial. Hasil penelitian menunjukkan garis kontinum word of mouth marketing menurut persepsi pelanggan berada dalam kategori cukup baik dan garis kontinum keputusan pembelian pelanggan berada dalam kategori baik, serta terdapat tingkat hubungan yang cukup kuat antara variabel word of mouth marketing dengan keputusan pembelian. Hasil perhitungan korelasi terdapat pengaruh antara variabel word of mouth marketing (X) dan keputusan pembelian (Y) sebesar 31,8%. Saran untuk perusahaan sebaiknya perusahaan lebih aktif dalam mengelola kegiatan word of mouth marketing melalui media sosial karena word of mouth marketing memiliki pengaruh terhadap peningkatan keputusan pembelian pelanggan. Kata Kunci: word of mouth marketing, keputusan pembelian Issues examined in this study is the declining growth in sales volume Sumo ramen bar. The problem should be overcome immediately so that not be barrier for companies. This study aims to describe the word of mouth marketing, customer purchase decisions, and how the influence of word of mouth marketing on customer purchase decisions in Sumo ramen bar. This research uses descriptive and verification methods. Amount sample in this study is 100 respondents, using sampling techniques incidental sampling. The analysis technique used is the analysis of Pearson product moment correlation coefficient and simple regression analysis. Hypothesis testing using t-test to see the effect of partially. The results showed continuum line word of mouth marketing in accordance with customers perceptions are in good enough category and the continuum line purchasing decisions of customers are in either category, and there is a fairly strong correlation level between variables of word of mouth marketing with variables purchase decision. Correlation calculation result there are influence between variables of word of mouth marketing (X) and purchase decision (Y)of 31,8%. Advice for the company, the company should be more active in managing word of mouth marketing through social media should be more improved because of word of mouth marketing has an influence on creasing customer purchase decisions. Key Word: word of mouth marketing, purchase decisions
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S PEM UTA w-2016; Pembimbing : I. Ayu Krishna Yuliawati |
| Uncontrolled Keywords: | word of mouth marketing, keputusan pembelian |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mrs. Neni Sumarni |
| Date Deposited: | 20 Feb 2017 01:28 |
| Last Modified: | 20 Feb 2017 01:28 |
| URI: | http://repository.upi.edu/id/eprint/22974 |
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