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All Journal Journal of Urban Society´s Arts Dinamika : Jurnal Teknik Mesin JURNAL MITRA SWARA GANESHA IJIET (International Journal of Indonesian Education and Teaching) Al Ishlah Jurnal Pendidikan Jurnal Basicedu Acintya Gelar : Jurnal Seni Budaya Pendhapa AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT International Journal of Visual and Performing Arts JURNAL PIONIR MOTIVECTION : Journal of Mechanical, Electrical and Industrial Engineering Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Economics and Business UBS Jurnal Abdimas Sangkabira Interdisciplinary Social Studies Journal of Education Research Al-MIKRAJ: Jurnal studi Islam dan Humaniora Jurnal Basicedu Seminar Nasional Riset dan Teknologi (SEMNAS RISTEK) International Journal of Multidisciplinary Science and Applied Research (IJOMAS) JURNAL ILMIAH MITRA SWARA GANESHA: PENELITIAN PENDIDIKAN DAN PENGAJARAN
Agung Purnomo
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Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Public Health Social Sciences Other

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The Influence of Word-of-Mouth Communication on Purchasing Decisions for Depot Dua Legenda Food Products in Malang City Novi Ratriningtyas; Purnomo, Agung; Erfaridiansyah, Niazi
International Journal of Multidisciplinary Applied and Science Research Vol. 1 No. 01 (2024): International Journal of Multidisciplinary Science and Applied Research (IJOMA
Publisher : oneamd.com

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Abstract

The increasingly competitive culinary business landscape demands that entrepreneurs adopt effective and efficient marketing strategies. Among various available strategies, Word of Mouth (WOM) communication has proven to be one of the main drivers of consumer purchasing decisions due to its honest, personal, and trustworthy nature. This study aims to analyze and measure the extent of the influence of WOM communication on consumer purchasing decisions, using Depot Dua Legenda as a case study—a contemporary culinary business with a unique concept in Malang City. This research employs an explanatory quantitative approach using a survey method. A sample of 100 consumers of Depot Dua Legenda was selected using purposive sampling technique. Data were collected through questionnaires using a 4-point Likert scale and analyzed using descriptive and inferential statistical analysis, including validity testing, reliability testing, Pearson correlation, and linear regression. The research findings indicate that Word of Mouth communication has a positive and significant influence on the purchasing decisions of consumers at Depot Dua Legenda. A correlation coefficient of 0.708 indicates a strong relationship between the two variables. The regression analysis results produce the equation Y = 7.072 + 0.565X, meaning that every one-unit increase in WOM increases purchasing decisions by 0.565 units. Furthermore, the WOM variable can explain 50.1% of the variation in purchasing decisions (R Square = 0.501). This finding reinforces the statement that WOM, especially when organic and amplified through digital media, plays a primary role in driving consumer decision-making processes in the modern era.
Co-Authors Achmad Aziizudin Afia, Nur Agnesti, Selvia Angeli Delvi Alamsyah, Fahrul Anisa Rahmawati Arbye S Asnan, Muhammad Azrai Sirait Ekantini, Anita Elina, Agusta Dian Elsa Rosyidah Erfaridiansyah, Niazi Fahrudin, Farida Fatkul Anam Hafiz, Syuhada Aqlul Halim, Dimas Ardiansyah Hapsari, Putri Sekar Herdiansyah, Daneswara Reiva Herfa Maulina Dewi Soewardini Huda, Mahfud Achsanul Huda, Muhammad Nur Alfin Indarto Indarto Irfansyah, Fiqri Fitrah Banu Junior, Elvino Kurniawan, Donie Fadjar Listyanda, R. Faiz Lukistyawan, Purwastya Pratmajaya Adi Lusy Tunik Muharlisiani Mei Lestari, Mei Milawati, Aulia Arinda Muhammad Firdaus Muhammad Nur Alfin Huda Ni Wayan Parwati Septiani Novi Ratriningtyas Nur Asitah Prasetyo, Roby Saidi Putra, Juero Presinata Putra, Setya Drana Harry Raden Ersnathan Budi Prasetyo Rahyuni Rahyuni Ramadhan, Husnan Rizky Rizki Ashiri, Muhammad Aga S.A, Muhammad Firaz Putra Sari, Icha Oktavia Siti Badriyah Sudarwanto, Aan Sumarno . Suryandari, Savitri Syidada, Fauzan Tamrin Fathoni Toya Nano Suta Tuminah Tuminah Wida Qotrunnada Yogiswara, Cahyo Wibi Yuly Peristiowati Zalefi Nuraini