PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PENGGUNAAN (Survei Pada Pelanggan Salon Kecantikan Casabella Matraman Jakarta Timur)

PUTRI, CINTYA NOVALINDA (2019) PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PENGGUNAAN (Survei Pada Pelanggan Salon Kecantikan Casabella Matraman Jakarta Timur). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Cintya Novalinda Putri, 2019, 8223154578, title of the research “The Influence Of Word of Mouth On Purchase Decision (Survey socienty Casabella Beauty Salon Matraman East Jakarta)”. DIII Marketing Study Program. Faculty of Economics. State University of Jakarta. This research is to analyze the influence of word of mouth on buying decision of Casabella beauty salon. The data which is used in this research is primary data, collected from spreading one hundred questionnaires to Casabella’s consumers. This research use non-probability sampling and linier regression analysis in cultivating data. From the result of this research, known that word of mouth influence to purchase decision. Which is showing by value of R Square is 0,595 (59,5%), while 40,5.% is influence by other factors. In this research, also known that word of mouth have most positive and significant influence to buying decision. Thus, the result of the research is relevant and at the same time supports the theory of buying decision. Keyword: Word of Mouth, Purchase Decision, and Regression Analysis.

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