Pengaruh Dimensi Word Of Mouth Terhadap Keputusan Pembelian Smartphone Samsung Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya (Studi Kasus D3 dan S1 Kelas Indralaya dan Palembang)
DOI:
https://doi.org/10.31851/jmwe.v21i3.16278Abstract
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh dimensi word of mouth terhadap keputusan pembelian smartphone Samsung pada mahasiswa Fakultas Ekonomi Universitas Sriwijaya. Penelitian ini memiliki populasi sebanyak 3412 dan Teknik pengambilan sampel menggunakan rumus slovin sehingga mendapatkan sampel 100 responden yang memiliki kriteria mahasiswa Fakultas Ekonomi Universitas Sriwijaya yang menggunakan Smartphone Samsung. Metode pengumpulan data yang digunakan dalam penelitian ini didapat melalui kuesioner. Teknik analisis data yang digunakan adalah analisis regresi berganda. Berdasarkan hasil analisis disimpulkan bahwa dimensi word of mouth yaitu talker, topics, tools, talking part, dan tracking berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Samsung secara parsial maupun simultan.
Kata Kunci: Word of Mouth, Keputusan Pembelian.
ABSTRACT
This research aims to determine the influence of word of mouth dimensions on Samsung smartphone purchasing decisions among students at the Faculty of Economics, Sriwijaya University. This research has a population of 3412 and the sampling technique uses the Slovin formula to obtain a sample of 100 respondents who meet the criteria of students at the Faculty of Economics, Sriwijaya University who use Samsung Smartphones. The data collection method used in this research was obtained through a questionnaire. The data analysis technique used is multiple regression analysis. Based on the results of the analysis, it was concluded that the dimensions of word of mouth, namely talker, topics, tools, talking part and tracking, had a positive and significant effect on the decision to purchase Samsung smartphones partially or simultaneously.
Keywords : Word of Mouth, Purchasing Decisions.
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