Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Kuliner “jadah Tempe Mbah Carik”

Abstract

This research explores various forms of marketing communications, with a particular focus on the impact of word-of-mouth marketing. Word-of-mouth communication plays a pivotal role in informing consumers about products and influencing their purchase decisions. In this study, we target consumers interested in purchasing Jadah Tempe Mbah Carik, examining the information transmitted through word-of-mouth channels. Our analysis includes multiple assessments to evaluate the validity and reliability of the collected data. First, validity testing reveals the robustness of the word-of-mouth instrument, as each statement's r count surpasses the r table threshold. Additionally, the purchase decision table demonstrates validity, as all r count values exceed the r table threshold. Secondly, the reliability test confirms the dependability of the data, as the obtained values exceed the critical threshold. Thirdly, the normality test demonstrates that the data is generally distributed, as evidenced by the One Sample Kolomogorov-Smirnov test, histogram graphs, and normal p-p regression standardized residual graphs. Furthermore, the simple linear regression test indicates a positive correlation between word of mouth and purchasing decisions. Moreover, the correlation coefficient test reveals a strong relationship between word of mouth and purchasing decisions. The determinant coefficient test underscores the substantial influence of word of mouth on purchasing decisions. In conclusion, this research underscores the significance of word-of-mouth marketing in shaping consumer purchasing choices for Jadah Tempe Mbah Carik. It employs a range of rigorous assessments to validate and analyze the data, providing valuable insights into the impact of word-of-mouth communication on consumer behavior.