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All Journal BULLET : Jurnal Multidisiplin Ilmu
Yunita Lestari
Universitas Muria Kudus
Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing

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Word Of Mouth dan Cita Rasa: Sebuah Pendekatan Planned Behavior pada Keputusan Pembelian Yunita Lestari; Dina Lusianti; Etni Marliana
BULLET : Jurnal Multidisiplin Ilmu Vol. 2 No. 3 (2023): BULLET : Jurnal Multidisiplin Ilmu
Publisher : CV. Multi Kreasi Media

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Abstract

This study aims to analyze the effect of word of mouth and taste on buying interest and purchase decisions at bakery in Kudus. The theory used in this research is the theory of planned behavior. The method used in this research is quantitative, with explanatory research as the type of research. Sampling is the research used a purposive sampling technique consisting of 125 respondents. The data analysis used is SEM which is operated through the AMOS program. The results of this study indicate that word of mouth has a positive and insignificant effect on buying interest and purchase decisions, taste has a positive and significant effect on buying interest and purchase decisions, and buying interest has a positive and significant on purchase decisions, as well as buying interest can’t be an intervening variable on the influence of word of mouth and taste on purchase decisions.
Co-Authors Dina Lusianti Etni Marliana