Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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The Effect of Word of Mouth on Purchase Intention

Authors
Abin Muhamad Farhan First1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: abinmuhamad@upi.edu
Corresponding Author
Abin Muhamad Farhan First
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_42How to use a DOI?
Keywords
Purchase Intention; Word of Mouth
Abstract

Public talk about the educational product or service that is being communicated is very important. If the educational product or service produced is good, the sense of trust will increase and make purchase intention very significant. This study aims to inspect the effect of this word-of-mouth (WOM) on purchase intention, which was conducted by MI Roudhotul Ilmi as an educational service provider, and to clarify the hypothesis that there was a positive connection between WOM and purchase intention. The research methods used were quantitative, and the data were analyzed using simple linear regression. The sampling technique used was random sampling with a directed sampling as the sampling technique. The sample size was 100 people who lived in Cimahi and have never sent their children to MI Roudhotul Ilmi. The results of this study showed that WOM had a partial or simultaneous positive and significant impact on consumer purchase intentions for MI Roudhotul Ilmi Education services.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
10.2991/978-94-6463-234-7_42
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_42How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Abin Muhamad Farhan First
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2023
DA  - 2023/09/29
TI  - The Effect of Word of Mouth on Purchase Intention
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 431
EP  - 438
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_42
DO  - 10.2991/978-94-6463-234-7_42
ID  - First2023
ER  -