Pengaruh Word of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Republica Cafe Malang Jalan Mt. Haryono Gg.xi Malang)

Abstract

This study aimed to determine the effect of Word Of Mouth, Purchase Intention and Influence Purchasing. The type of this research is an explanatory with quantitative approach. The number of samples used were 116 respondents This research employs questionnaire to collect the data. In order to analyze the data, this research use path analysis. The results of this study are of Word Of Mouth affect the buying interest shown by the path coefficient (β) of 0.489, significant with a probability of 0.000 (p <0.05) and the coefficient of determination of 24%. Word Of Mouth influence the Purchase Decision as indicated by the value of the path coefficient (β) of 0.329, significant with a probability of 0.000 (p <0.05) and the coefficient of determination of 32,4% Purchase Intentiont has an influence on the Purchase Decision indicated by the value path coefficients (β) of 0330, with significant probability of 0.000 (p <0.05) and the coefficient of determination of 32.4%. Therefore, the Republica Cafe should pay attention to things that could support the consumer so that they can spread positive information to other