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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Golden Ratio of Mapping Idea and Literature Format
Dwi Fadhilla Putri
Universitas Asahan
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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PENGARUH WORD OF MOUTH, CITA RASA, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RG DONUTS KISARAN Dwi Fadhilla Putri; Tengku Syarifah
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6244

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of word of mouth, taste, and product variety on purchasing decisions, with a sample size of 96 respondents. The data analysis technique used was multiple linear regression, which produced the equation Y = 3.371 + 0.217X1 + 0.239X2 + 0.197X3. The F-test results showed that Fcount (17.134) > Ftable (2.70), meaning that word of mouth, taste, and product variety simultaneously influence purchasing decisions. Partial t-test results indicate that word of mouth has a positive effect on purchasing decisions (tcount 2.748 > ttable 1.98580), taste has a positive effect (tcount 2.378 > ttable 1.98580), and product variety also has a positive effect (tcount 2.709 > ttable 1.98580). The R2 test results yielded an Adjusted R Square value of 0.338, indicating that the independent variables explain 33.8% of the purchasing decisions, while the remaining 66.2% is explained by other variables not included in this study. Keywords: Word Of Mouth, Taste, Product Variety, Purchasing Decisions   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial word of mouth, cita rasa dan variasi produk terhadap keputusan pembelian. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 3,371 + 0,217X1 + 0,239X2 + 0,197X3. Uji-F menghasilkan nilai Fhitung (17,134) > Ftabel (2,70), artinya secara serempak word of mouth, cita rasa dan variasi produk berpengaruh secara simultan terhadap keputusan pembelian. Hasil uji-t, secara parsial word of mouth berpengaruh positif terhadap keputusan pembelian karena thitung (2,748) > ttabel (1,98580), cita rasa berpengaruh positif terhadap keputusan pembelian karena thitung (2,378) > ttabel (1,98580), variasi produk berpengaruh positif terhadap keputusan pembelian karena thitung (2,709) > ttabel (1,98580). Hasil uji-R2, nilai Adjusted R Square yaitu 0,338, artinya variabel bebas yang terdiri dari word of mouth, cita rasa dan variasi produk mampu menjelaskan keputusan pembelian sebesar 33,8%, sedangkan sisanya 66,2% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci:  Word Of Mouth, Cita Rasa, Variasi Produk, Keputusan Pembelian
Implementation of the Digital Membership System on Customer Loyalty Riska Ariyanti; D. Dailami; Heriska Fadhilah Utami; Dinda Sri Rahmadani; Dwi Fadhilla Putri; Adelia Putri Hsb; Nasya Arsyika Candra
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1379

Abstract

This study aims to analyze the implementation of a digital membership system at Sultan Kisaran Barbershop and its impact on customer loyalty. The digital membership system implemented using the WhatsApp Business platform is integrated with the cashier system, allowing customers to monitor point accumulation in real-time and get various attractive incentives. The research method uses a qualitative descriptive approach with data collection through observation, interviews, and transaction documentation. The study's results indicate that implementing a digital system increases the frequency of customer visits, strengthens retention, and triggers referral activities that contribute to the expansion of the customer network. The selection of simple technology that suits local conditions has proven effective in minimizing adaptation barriers, while customer emotional engagement is further strengthened through service personalization. Despite challenges in digital literacy and human resource readiness, training and mentoring efforts have overcome these obstacles. Thematic analysis revealed that the digital membership system provides significant added value in terms of behavior, value perception, and customer emotional attachment, thus supporting a sustainable increase in loyalty.
Co-Authors Adelia Putri Hsb D. Dailami Dinda Sri Rahmadani Heriska Fadhilah Utami Nasya Arsyika Candra Riska Ariyanti TENGKU SYARIFAH