PENGARUH PROMOSI WORD OF MOUTH COMMUNICATION TERHADAP MINAT BELI KONSUMEN DI EKOLOGI DESK & COFFEE SHOP YOGYAKARTA.

REZA KRISNA PUTRA, Dra. Neni Pancawati, M.Si

2017 | Tugas Akhir | D3 MANAJEMEN SV

Penelitian ini bertujuan untuk mengetahui Pengaruh Promosi Word Of Mouth Communication Terhadap Minat Beli Konsumen di Ekologi Desk & Coffee Shop Yogyakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 60 responden dan responden dalam penelitian ini adalah mahasiswa, young entrepreneur/pengusaha yang berkujung di Ekologi Desk & coffee shop. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif antara Word Of Mouth Communication terhadap Minat beli pada Ekologi Desk & Coffee Shop adalah sebesar 69,9%.Berdasar analisis pengaruh Word Of Mouth Communication terhadap minat beli mempunyai pengaruh yang signifikan dan positif sehingga promosi Word Of Mouth Communication dapat meningkatkan minat beli.

The objective of this research is to know The Promotion Effect of Word Of Mouth Communication to the Consumers purchase intention in Ekologi Desk & Coffee Shop Yogyakarta. This research uses quantitative approach by distributing questionnaire to 60 respondents who are in this research, college students, young entrepreneur visiting Ekologi Desk & Coffee shop. The result of this research shows that there is positive effect of Word Of Mouth Communication to the consumers purchase intention in Ekologi Desk & Coffee Shop that is 69.9%. Based on the analysis, Word Of Mouth Communication has significant and positive effect so that it can increase the consumers purchase intention.

Kata Kunci : Penelitian, Pengaruh,Word Of Mouth, Communication, Minat beli.,Research, Effect, Word Of Mouth, Communication, Purchase Intention