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All Journal KADIKMA Jurnal Mirai Management JURNAL PENDIDIKAN DASAR PERKHASA YUME : Journal of Management Jurnal Investasi J-PiMat : Jurnal Pendidikan Matematika Jurnal Pengabdian Masyarakat Khatulistiwa Journal of Applied Data Sciences ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship Jurnal Minfo Polgan (JMP) Social Sciences Insights Journal Journal of Innovative and Creativity
Anita Sri Rejeki Hutagaol, Anita Sri Rejeki
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Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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D & Dimsum Marketing Analysis of Purchasing Decisions and Word of Mouth Hermawati, Dewi; Pristiyono, Pristiyono; Hutagaol, Anita Sri Rejeki
Social Sciences Insights Journal Vol. 2 No. 1 (2024): Social Sciences Insights Journal
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.11180192

Abstract

The importance of marketing in a business, including for the D&Dimsum culinary business in attracting interest and purchasing decisions can be influenced by word of mouth. The purpose of this study was to determine the direct effect of product and promotion on purchasing decisions and word of mouth. The author's theoretical analysis uses a systematic literature review that is relevant to the research needs and a minimum sample size of 100 samples with an error rate of 5% with a simple random sampling technique. This study found that the percentage of research respondents' answers was dominated by answers agreeing to the product variable of 53.8%, the promotion variable of 47.2%, the purchase decision variable of 40.0% and the word of mouth variable of 41.4%. The research findings that local culinary products D & Dinsum from hypothesis testing that products and promotions directly have an influence on purchasing decisions and purchasing decisions directly have a relationship with word of mouth
Co-Authors Ade Parlaungan Nasution, Ade Parlaungan Ali Djamhuri Amanda, Ade Trya Anggie Yolanda Ritonga Becham, David Broto, Bayu Eko Dwi Cahyadi Wibowo, Dwi Cahyadi Gulo, Nur Ainun Hanum, Fauziah Hasibuan, Muhammad Ridho Rahmansyah Hermawati, Dewi KF, Ade Finky Limbong, Christine Herawati Lubis, Irfan Sah Hakiki Lubis, Junita Lubis, Rizka Putri Permata Melinda Rismawati, Melinda Mizardi, Alvro Munthe, Ibnu Rasyid Nurhayana, Inung Oktaviani, Devia Salisa Olenggius Jiran Dores, Olenggius Jiran Dores Pranando, R Andy Prayoga, Yudi Pristiyono, Pristiyono Raden Mohamad Herdian Bhakti Rambe, Bhakti Helvi Richi Andrianto Ritonga, Anggie Yolanda Safri, Hayanuddin Samosir, Syahnita Sari, Devi Khalima Simanjorang, Elida Florentina Sinaga Sinaga Simanjorang, Elida Florentina Siregar, Zulkifli Musannip Efendi Sitanggang, Kamsia Dorliana Sopia, Nurapni Subakti, Dedi Syahputra, Rizki Tarigan, Armansyah Winata, Winata Zulkarnain Nasution