HUBUNGAN ANTARA WORD of MOUTH DENGAN

Noor Fadhli,

2012 | Skripsi |

The objective of this research is to identify the correlation between word of mouth with intention to buying in the customer. The independent variable in this research word of mouth, which is product news, advices, self experiences, and credibility as the second aspect. The dependent variable in this research is purchasing intention in customer, as for the aspects of the consumer buying intentions scale consisted of beliefs do attitude, evaluation, normative beliefs, motivation to meet expectations, control beliefs, control beliefs strength. The hypothesis proposed in this study is the existence of a positive relationship between word of mouth with the intention of buying in the consumer It means the trusting higher point level in word of mouth that someone have then higher level as well in intention to buying in the customer. This research was conducted in one of the bigest online community in Indonesia. The total number of the research subject was 48 subjects, derived from various age, gender and profession. The tools used in this research were word of mouth scale and intention to buying in the customer scale. Consistent with the hypothesis put forward by the authors, this study would examine the relationship between the independent variables (each factor Word of Mouth) with the dependent variables (intention to buy the consumer) therefore, the statistical technique used was analysis of the Pearson product moment correlation. Based on calculations derived or calculated value of the correlation coefficient r = 0.573 and a significance value = 0.000

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