The impact of word of mouth on consumer buying decision (the study of Markobar Jakarta consumer 2016) = Pengaruh word of mouth pada keputusan pembelian konsumen (studi pada konsumern Markobar di Jakarta 2016)

Junifer, Clara (2016) The impact of word of mouth on consumer buying decision (the study of Markobar Jakarta consumer 2016) = Pengaruh word of mouth pada keputusan pembelian konsumen (studi pada konsumern Markobar di Jakarta 2016). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Culinary Business in Indonesia has been growing rapidly. As the market become clutter, competition hit the edge. Head to head competitions happen everywhere. To serve consumer with tasty cuisines is core but to stand out from competitors is far more important in such clutter circumstances. Marketing communication is a powerful and core strategy to make it happen. One of the Marketing communication tools that is effective and require low budget is Word of Mouth. Word of Mouth is claimed to be a key for food business to survive. Word of Mouth is also claimed to have impact on Consumer Buying Decision. The purpose of this research is to know the impact of Word of mouth on Markobar’s consumer Buying Decision and which element of Word of Mouth that gives the most significant impact. This research employs the five Ts element of Word of Mouth by Sernovitz (2009). This research use quantitative research method. The instrument of this research is questionnaire. The number of samples are 135 respondents and use non probability – judgmental sampling. Data in this research is analyzed through both simple linear regression and multiple linear regression analysis. The finding of this research shows that 49,7% of Markobar’s consumer Buying Decision is impacted by Word of Mouth whereas 50,3% is impacted by other factors that are not covered in this research. This research also find out that Tracking is the element of Word of Mouth that has the biggest significant impact on Markobar’s consumer Buying Decision, followed by Taking Part and Topic, whereas Talker and Tools are two elements of Word of Mouth that have no significant impact on Markobar’s consumers Buying Decision./ Dewasa ini, bisnis kuliner di Indonesia telah berkembang pesat. Persaingan sengit terjadi dimana-mana. Untuk menyajikan makanan yang enak memang penting, namun untuk menonjol dan dikenal terlebih dahulu oleh calon konsumen sangatlah penting. Marketing Komunikasi bisa menjadi suatu strategi yang penting untuk mewujudkan hal tersebut. Salah satu bentuk strategi Marketing Komunikasi yang sangat efektif namun tidak memerlukan biaya mahal ialah Word of Mouth. Word of Mouth dinyatakan sebagai salah satu kunci pertahanan bisnis makanan. Selain itu, Word of Mouth juga dikatakan memiliki dampak pada keputusan pembelian konsumen. Tujuan penelitian ini adalah untuk mengetahui seberapa besar dampak Word of Mouth pada keputusan pembelian konsumen Markobar Jakarta serta elemen Word of Mouth mana yang memberikan pengaruh paling signifikan. Penelitian ini mengadopsi konsep lima elemen Word of Mouth yanf g dicetuskan olen Sernovitz (2009). Penelitian ini merupakan penelitian kuantitatif dengan menggunakan kuestioner sebagai instrumen. Sample dipilih secara dengan metode non-probabilita dan sesuai kriteria tertentu yang telah ditetapkan. Jumlah sample total ialah 135 responden. Data yang telah dikumpulan dianalisa menggunakan regresi linier sederhana dan regresi linier berganda. Hasil dari penelitian ini menunjukan bahwa 49,7% keputusan pembelian consumer Markobar dipengaruhi oleh Word of Mouth, sedangkan 50,3% dipengaruhi oleh factor lain yang tidak diteliti dalam penelitian ini. Selain itu, penelitian ini juga menunjukan bahwa elemen dari Word of Mouth yang mempunyai dampak paling sigifikan terhadap keputusan pembelian konsumen Markobar secara berurutan ialah Tracking, Taking Part, dan Topic. Sementara Talker dan Tools merupakan dua elemen Word of Mouth yang tidak berpengaruh signifikan terhadap keputusan pembelian konsumen Markobar.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Junifer, ClaraNIM1305003558clara.junifer@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSetijadi, Naniek N.NIDN0327115401UNSPECIFIED
Uncontrolled Keywords: Word of Mouth; Consumer Buying Decision; Marketing Communication; Culinary Business
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Hamardiati Saptarini
Date Deposited: 16 Oct 2018 07:53
Last Modified: 08 May 2020 06:32
URI: http://repository.uph.edu/id/eprint/1617

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