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All Journal Journal of Research and Publication Innovation
Pangestu Citra Wijaya, Katterina
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Computer Science & IT Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Journal of Research and Publication Innovation

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PENGARUH WORD OF MOUTH DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA KOHWA COFFEE HOUSE DI PAMULANG TANGERANG SELATAN Pangestu Citra Wijaya, Katterina; Inva Jaswita, Derizka
Journal of Research and Publication Innovation Vol 2 No 4 (2024): OCTOBER
Publisher : Journal of Research and Publication Innovation

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Abstract

This study aims to determine and analyze the effect of Word of Mouth and Location on Purchasing Decisions at Kohwa Coffee House Pamulang South Tangerang both partially and simultaneously. The research method used is a descriptive quantitative approach. The data used is primary data in the form of questionnaires distributed. The sample of this study were buyers at Kohwa Coffee House as many as 99 respondents. The results showed that Word of Mouth has a positive and significant influence on Purchasing Decisions where the t value is obtained > t table or (9.851 > 1.985) and reinforced by the p value < Sig. 0.05 or (0.000 < 0.05).Location has a positive and significant influence on Purchasing Decisions where the t value is obtained > t table or (14.385 > 1.985). And reinforced by the p value < Sig. 0.05 or (0.000 < 0.05). Word of Mouth and Location have a positive and significant influence on Purchasing Decisions where the F value is obtained > F table or (122.324 > 3.090), this is also reinforced by the p value < Sig.0.05 or (0.000 < 0.05).  
Co-Authors Inva Jaswita, Derizka