Pengaruh Word of Mouth Communication Terhadap Keputusan Pembelian Konsumen Pada Distro Euphoria Rock Store Medan

ABSTRAK

PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP
KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRO EUPHORIA
ROCK STORE MEDAN
Nama
NIM
Program Studi
Fakultas
Pembimbing

: Aulia Ilham Prayitno
: 110907098
: S1-Ilmu Administrasi Niaga/Bisnis
: Ilmu Sosial dan Ilmu Politik
: Dr. Humaizi, MA

Distro Euphoria Rock Store Medan, word of mouth communication dinilai
efektif sebagai salah satu media promosi karena komunikasi dari mulut ke mulut
dinilai lebih meyakinkan karena dasar dari seorang sumber rujukan
menginformasikan sebuah produk karena ia puas terhadap kinerja produk tersebut.

Selain itu word of mouth communication biayanya relatif lebih jujur dan alami
dibanding jenis promosi lain.
Penelitian ini dilakukan di Distro Euphoria Rock Store Medan yang
beralamat di jalan Dr. Mansyur Medan. Penelitian ini bertujuan untuk mengetahui
dan menganalisis pengaruh word of mouth communication terhadap keputusan
pembelian konsumen pada Distro Euphoria Rock Store Medan.
Penelitian ini menggunakan 100 responden sebagai sampel penelitian dan
teknik penentuan sampel menggunakan metode multy stage sampling. Metode
analisis data yang digunakan adalah metode analisis kuantitatif yaitu meliputi uji
validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier sederhana,
pengujian hipotesis melalui uji-t dan uji koefisien determinasi (uji R2). Data yang
telah memenuhi uji valditas, uji reliabilitas, dan uji asumsi klasik diolah sehingga
menghasilkan persamaan regresisebagai berikut:
Y = 15,773 + 0,695X
Dimana variabel keputusan pembelian (Y), word of mouth communication (X).
Pengujian hipotesis uji-t menunjukkan bahwa word of mouth communication
berpengaruh positif dan signifikan terhadap keputusan pembelian.
Uji koefisien determinasi (R2) yang terlihat pada Adjusted R Square
sebesar 0,401 menunjukkan bahwa 40,1% keputusan pembelian pada Distro
Euphoria Rock Store Medan dapat dijelaskan oleh variabel word of mouth

communication sedangkan sisanya 59,9% dapat dijelaskan oleh variabel-variabel
yang tidak diteliti pada penelitian ini.

Kata kunci: Keputusan Pembelian dan Word Of Mouth Communication.

i
Universitas Sumatera Utara

ABSTRACT

THE EFFECT OF WORD OF MOUTH COMMUNICATION AGAINST
CONSUMER PURCHASING DECISION ON DISTRO EUPHORIA ROCK
STORE MEDAN
Name
NIM
Departement
Faculty
Advisor

: Aulia Ilham Prayitno

: 110907098
: S1-Business Administration
: Political an Social Science
: Dr. Humaizi, MA

Distro Euphoria Rock Store Medan, word of mouth communication is
considered effective as one of media promotion because communication from
mouth to mouth assessed more convincing because base from a reference source
inform a product because he satisfied to the performance of the product. In
addition word of mouth communication cost is relatively more honest and natural
than other types of promotion.
This research was conducted in Distro Euphoria Rock Store Medan which
is located at Dr. Mansyur Street Medan. This study aims to determine and analyze
the influence of word of mouth communication to consumer purchasing decisions
at the Distro Euphoria Rock Store Medan.
This study used 100 respondents as sample of research sampling
technique using multy stage sampling. Data analysis method used is quantitative
analysis methods which is include validity test, reliability test, classical
assumption test, simple linear regression analysis, hypothesis test through t-test
and coefficient of determination test (R2 test). Data that has fulfilled valditas

testing, reliability testing, and classical assumption is processed to produce a
regression equation as follows:
Y = 15,773 + 0,695X
Where is the purchase decision variable (Y), word of mouth communication (X).
The t-test hypothesis shows that service quality has a positive and significant
effect on purchasing decision.
The coefficient of determination test (R2) seen in Adjusted R Square of
0.401 indicates that 40,1% purchasing decisions in Distro Euphoria Rock Store
Medan can be explained by word of mouth communication variables and while
the remaining 59,9% can be explained by variables not examined in this research

Key Word: Purchasing Decision and Word Of Mouth Communication.

ii
Universitas Sumatera Utara