PENGARUH WORD OF MOUTH DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN WAROENG STEAK AND SHAKE RAWAMANGUN PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

ANGGARA, WISNU (2019) PENGARUH WORD OF MOUTH DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN WAROENG STEAK AND SHAKE RAWAMANGUN PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

WISNU ANGGARA, Effect of Word of Mouth and Location on Decisions of Purchasing Waroeng Steak and Shake Rawamangun for Students of the Faculty of Economics, Jakarta State University. The study was conducted at the Jakarta State University, for six months of meetings since January 2019 until July 2019. The purpose of this study was to study the effect of Word of Mouth and Location on the Decision to Purchase Waroeng Steak and Shake Rawamangun for Students of the Faculty of Economics, Jakarta State University. The research method used was the survey method, the population was taken from students of the Faculty of Economics, Jakarta State University. The number of samples is 128 respondents taken by using purposive sampling technique. The resulting regression equation is Ŷ = 41.588 + 0.467 X₁ and Ŷ = 37.817 + 0.512 X₂. Test requirements analysis using normality test with Kolmogorov-Smirnov test with a significance level) = 5% or 0.05, for a sample of 128 people, significance i> 0.05 then the data is normally distributed, and if the significance is <0, 05 then the data not normally distributed. Y linearity regression test on X1 produces tcount 6.058> t table = 1.657135 and the linearity regression test Y on X2 produces tcount 5.992> t table = 1.657135, so that the linear regression results can be used. Then the t test is done and produces Y above X atasthitung 6.058>ttable = 1.657135 Y over X2 thitung 5.992> t table = 1.657135. It can be concluded that the determination coefficient of Y over X1 is obtained at 0.226, which means that 22.6% of the purchase outcome variables are determined by word of mouth and X2 obtained is 0.222, which means that 22.2% of the purchase results are received by location. Keywords : purchase decision, word of mouth, location

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