Detail Cantuman

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh word of mounth marketing dan kepercayaan terhadap keputusan pembelian Coffe Tamiang. Pengambilan sampel dalam penelitian ini berdasarkan teknik Purposive Sampling. Model analisis yang digunakan yaitu regresi linear berganda. Hasil penelitian menunjukkan bahwa word of mounth marketing berpengaruh signifikan terhadap keputusan pembelian Coffe Tamiang, kepercayaan berpengaruh signifikan terhadap keputusan Coffe Tamiang, word of mounth marketing dan kepercayaan berpengaruh signifikan terhadap keputusan pembelian Coffe Tamiang secara silmutan.
Kata Kunci : Word of Mouth Marketing, Kepercayaan, Keputusan Pembelian

The purpose of this study was to determine the effect of word of mount marketing and trust on Tamiang Coffe purchasing decisions. Technique sampling in this study based on techniques Purposive sampling. It was used the analysis of multiple linear regression. The results showed that word of mounth marketing had a significant effect on Tamiang Coffe purchasing decisions, trust had a significant effect on Tamiang Coffe decisions, word of mounth marketing and trust had a significant effect on Tamiang Coffe buying decisions silmutaneously.
Keywords: word of mounth marketing, Trust, Buying Decisions