Pengaruh word of mouth terhadap keputusan pembelian martabak 65a Bandung asli Pecenongan = The influence of word of mouth on purchasing decision martabak 65a Bandung asli Pecenongan

Suyanto, Amelia Veronica (2014) Pengaruh word of mouth terhadap keputusan pembelian martabak 65a Bandung asli Pecenongan = The influence of word of mouth on purchasing decision martabak 65a Bandung asli Pecenongan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Salah satu strategi pemasaran yang selalu menjadi fenomena yang menarik untuk dibicarakan adalah word of mouth atau biasa disebut dengan promosi dari mulut ke mulut. Beberapa pemasar mempunyai pandangan skeptis dan memandang rendah promosi semacam ini, karena seringkali promosi ini membutuhkan opinion leaders yang sulit ditemui. Selain itu word of mouth cenderung lebih sulit dikontrol. Padahal word of mouth bisa jadi lebih efektif dibandingkan iklan. Dalam penelitian ini peneliti menggunakan konsep five Ts (Sernovitz 2009,31) dan tahapan dalam keputusan pembelian konsumen (Kotler 2009, 184). Metode yang digunakan adalah metode penelitian kuantitatif. Teknik pengumpulan data adalah dengan kuesioner, studi kepustakaan, dan penjelajahan internet. Kusioner di sebar kepada 315 responden yang merupakan konsumen Martabak 65a Bandung Asli Pecenongan. Dari hasil data kuesioner besarnya pengaruh word of mouth terhadap keputusan pembelian Martabak 65a Bandung Asli Pecenongan memiliki hasil perhitungan hasil korelasi r senilai 0,766 yang kemudian diinterpretasikan kedalam koefisien korelasi yang berarti word of mouth mempunyai tingkat hubungan yang kuat terhadap keputusan pembelian seseorang. Karena nilai R (korelasi) sebesar 0,766 berada diantara 0,60 – 0,79. Pengaruh terbesar secara parsial adalah pada dimensi tracking, diikuti oleh tools, talkers, taking parts, dan yang paling rendah adalah dalam dimensi topics. / Among the numerous marketing strategies that have always been intriguing to be discussed is word of mouth. Several marketers have skeptical and condescending views regarding this manner of promotions, as more often than not, it requires opinion leaders that are hard to be approached. Moreover, word of mouth tends to be laborious to control. Although as a matter of fact, this manner of promotion may have higher effectiveness than advertisements. In this research, the researcher employs the Five Ts concept (Sernovitz 2009, 31) and stages in consumer decision making process (Kotler 2009, 184). A quantitative research method is employed in tandem with data collection techniques using questionnaires, literature study, and Internet browsing. The Questionnaires were spread to 315 respondents that were the customers of Martabak 65a Bandung Asli Pecenongan. The questionnaires data indicates that the extent of word of mouth’s influence to buying decision of Martabak 65a Bandung Asli Pecenongan has the R calculate correlation of 0.766. Being interpreted to correlation coefficient of between 0.60 and 0.79, it denotes that word of mouth is strongly correlated to consumer’s decision making. Partially, the highest impact is on tracking dimension, followed by tools, talkers, and taking parts, respectively. The lowest impact is on topics dimension.

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