Pengaruh Word Of Mouth Terhadap Minat Beli Konsumen (studi Kasus Pada Widjie Coffee)

Rully Pratama Agusta, Citra Kusuma Dewi

Abstract

ABSTRAK Penelitian ini dilakukan pada Widjie Coffee. Widjie Coffee adalah usaha kopi milik mahasiswa Telkom University yang berlokasi di bundaran Telkom University. Widjie coffee sendiri telah berdiri sejak 2018. Penelitian ini bertujuan untuk meneliti pengaruh Word Of Mouth terhadap minat beli konsumen Widjie Coffee. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif kausalitas. Pengambilan sampel dilakukan menggunakan metode nonprobability sampling dengan jumlah responden 100 orang. Teknik analisis data yang digunakan analisis deskriptif dan analisis regresi linier sederhana. Berdasarkan analisis deskriptif, variabel word of mouth dan variabel minat beli termasuk ke dalam kategori baik. Sesuai dengan hasil analisis kausalitas bahwa variabel word of mouth berpengaruh positif dan signifikan terhadap variabel minat beli. Berdasarkan koefisien determinasi didapat bahwa word of mouth dapat mempengaruhi minat beli konsumen sebesar 74,4% dan sisanya sebesar 25,6% dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini. Kata Kunci : word of mouth, minat beli, widjie coffee ABSTRACT This research was conducted at Widjie Coffee. Widjie Coffee is a coffee business owned by Telkom University students located at the Telkom University round about. Widjie coffee itself has been established since 2018. This study aims to examine the effect of Word of Mouth on consumer buying interest of Widjie Coffee. This research uses quantitative methods with descriptive causality research. Samples are taken with a non-probability sampling the number of respondents was taken by 100 respondents. Data analysis techniques used descriptive analysis and simple linear regression analysis. Based on descriptive analysis, the word of mouth variable and the purchase interest variable are included in the good category. In accordance with the results of the causality analysis that the word of mouth variable has a positive and significant effect on the buying interest variable. Based on the coefficient of determination found that word of mouth can affect consumer buying interest by 74.4% and the remaining 25.6% is influenced by other factors not examined in this research. Keywords : word of mouth, purchase interest, Widjie Coffee

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