<![CDATA[ABSTRACT The aims of this study were knowing and explaining WOM Information Resouce Characteristics Impact toward Perceived Risk, Customer’s Attitudes, and Purchasing Decisions. Kind of study in use was Explanatory Research. This study was implemented to Patients using practice physician service of dr. Gino Tann Haematologist & Oncologist who ever received other recommendation from another person to become a doctor’s patient with amount of sampel was 102 respondents. Data Collecting Method was done by using questionnaire. The data have been obtained will be analyzed using descriptive and using path analysis technic along with hypothesis examination to examine significant effect on determined variables. The hypothesis in this study are as follows: WOM Information Resources Characteristics significant effect on Perceived Risk, WOM Information Resources Characteristics significant effect on Consumer’s Attitudes, WOM Information Resources Characteristics significantly influence the Purchasing Decision, Perceived Risk significant effect on Consumer’s Attitudes, Perceived Risk influential significantly to the Purchasing Decision, and Consumer’s Attitudes significantly influence the Purchasing Decision. The study results showed overall relationships with significant effets which answering all of the hypothesis, however there were 3 ( three ) relationships that have 3 negative effects, i.e : Information Resource Characteristics has negative effect toward Perceived Risk, Perceived Risk has negative Efffect toward Customer’s Attitudes, Perceived Risk has negative effect toward Purchasing decision. Keywords: WOM Information Resource Characteristic, Perceived Risk, Customer’s Attitudes, Purchasing Decisions. ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui dan menjelaskan pengaruh Karakteristik Sumber Informasi WOM terhadap Perceived Risk, Sikap Konsumen dan Keputusan Pembelian.Jenis penelitian yang digunakan merupakan explanatory research. Penelitian ini dilakukan pada pasien pengguna jasa praktek dr. Gino Tann Haematologist & Oncologist yang pernah menerima rekomendasi dari orang lain untuk menjadi pasien dokter dengan sampel sebanyak 102 responden. Metode pengumpulan data dilakukan dengan menggunakan kuesioner.Data yang telah diperoleh kemudian dianalisis dengan deskriptif dan menggunakan teknik analisis jalur (path analysis) disertai dengan pengujian hipotesis untuk menguji pengaruh signifikan terhadap variabel yang telah ditentukan.Adapun hipotesis dalam penelitian ini yaitu sebagai berikut : Karakteristik Sumber Informasi WOM berpengaruh signifikan terhadap Perceived Risk, Karakteristik Sumber Informasi WOM berpengaruh signifikan terhadap Sikap Konsumen, Karakteristik Sumber Informasi WOM berpengaruh signifikan terhadap Keputusan Pembelian, Perceived Risk berpengaruh signifikan terhadap Sikap Konsumen, Perceived Risk berpengaruh signifikan terhadap Keputusan Pembelian, dan Sikap Konsumen berpengaruh signifikan terhadap Keputusan Pembelian Hasil penelitian menunjukkan keseluruhan hubungan memiliki pengaruh signifikan yakni menjawab seluruh hipotesis, namun terdapat tiga variabel yang memiliki pengaruh negatif yaitu: Karakteristik Sumber Informasi memiliki pengaruh negatif terhadap Perceived Risk, Perceived Risk memiliki pengaruh negatif terhadap Sikap Konsumen, Perceived Risk memiliki pengaruh negatif terhadap Keputusan Pembelian. Kata Kunci : Karakteristik Sumber Informasi WOM, Perceived Risk, Sikap Konsumen dan Keputusan]]>
