PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN (STUDI PADA KONSUMEN RUMAH TEH NDORO DONKER KEMUNING)

Abstract

ABSTRACT. This research aims to (1) describe the influence of word of mouth towards purchase decision in Ndoro Donker Tea House (2) describe the influence of purchase decision towards consumer satisfaction in Ndoro Donker Tea House (3) describe the influence of word of mouth towards consumer satisfaction in Ndoro Donker Tea House. This research uses the basic methode of descriptive analytic. This research was held in Ndoro Donker Tea House Kemuning. Research location determinded using purposive sampling and samples determined using judgement sampling with 100 respondents. Technique of collecting data through observation, interviews, and questionnaires. Analysis method done by Structural Equation Models (SEM) with alternative method of Partial Least Sqaure. The results showed that : (1) Word of mouth effect is positive towards purchasing decision. (2) Purchase decision effect is positive towards consumer satisfaction. (3) Word of mouth has no effect against consumer satisfaction.

Keywords : Structural Equation Model (SEM), Partial Least Square, Word of Mouth, Purchasing Decision, Consumer Satisfaction