<![CDATA[Word of Mouth Communication refers to the communication process in which information or recommendations about a product, service, or experience are passed from individual to individual through direct coversation. By understanding the power of Word of Mouth Communication, businesses can focus on creating positive experiences and building strong relationship with consumers to increase the positive impact of Word of Mouth Communication on purchasing decision. The purpose of this research is to determine the influence of Word of Mouth Communication on purchasing decisions. This type of research uses a quantitative approach. The research population is active students at Sam Ratulangi University Manado who have purchased and used Emina products. The total sample was 100 respondents using non-random sampling techniques. The data analysis technique uses simple regression analysis with the IBM SPSS version 29 program. The results of the t test research show that the calculated t value is 7.351 > t table 1.98472, which means that Word of Mouth Communication has a significant and positive effect on purchasing decisions for Emina products among Sam Ratulangi University students Manado.]]>
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