Proceedings of the 20th International Symposium on Management (INSYMA 2023)

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The Effect of Word of Mouth Influence on Consumer Purchasing Decision

Authors
Ernita Dian Puspasari1, *, Dewi Rakhmawati1, Krisnawuri Handayani1
1University of Merdeka Malang, Malang, Indonesia
*Corresponding author. Email: ernita.puspasari@unmer.ac.id
Corresponding Author
Ernita Dian Puspasari
Available Online 30 September 2023.
DOI
10.2991/978-94-6463-244-6_47How to use a DOI?
Keywords
Historic Restaurant; Purchasing Decision; Word of Mouth
Abstract

This research aims to recognize the effect on how Word of Mouth by direct communication as a marketing tool related to consumer purchasing decision at NdalemRatu Singosari, one of a historic themed restaurant. The samples of this study were taken from 30 customers at the diner. This research uses validity and reliability tests as the examine methods to a set of questionaires as research instrument, including hypothesis testing, T-test, and the coefficient of determination. The simple linear regression analysis were tested by SPSS ver. 25. The result of this study show that there is effect of word of mouth on customer’s purchasing decision at NdalemRatu Singosari. The word of mouth influencing 43% customer’s purchasing decision at NdalemRatu Singosari.

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 20th International Symposium on Management (INSYMA 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
30 September 2023
ISBN
10.2991/978-94-6463-244-6_47
ISSN
2352-5428
DOI
10.2991/978-94-6463-244-6_47How 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  - Ernita Dian Puspasari
AU  - Dewi Rakhmawati
AU  - Krisnawuri Handayani
PY  - 2023
DA  - 2023/09/30
TI  - The Effect of Word of Mouth Influence on Consumer Purchasing Decision
BT  - Proceedings of the 20th International Symposium on Management (INSYMA 2023)
PB  - Atlantis Press
SP  - 306
EP  - 312
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-244-6_47
DO  - 10.2991/978-94-6463-244-6_47
ID  - Puspasari2023
ER  -