Pengaruh Word Of Mouth dan Cita Rasa Terhadap Keputusan Pembelian Ayam Geprek Juara (Pada Masyarakat Merr Surabaya). (The Influence of Word of Mouth and Taste on the Decision to Purchase Champion Geprek Chicken (In the Merr Community of Surabaya)).

Wati, Lely Indah (2023) Pengaruh Word Of Mouth dan Cita Rasa Terhadap Keputusan Pembelian Ayam Geprek Juara (Pada Masyarakat Merr Surabaya). (The Influence of Word of Mouth and Taste on the Decision to Purchase Champion Geprek Chicken (In the Merr Community of Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The rapid development of the food and beverage industry can be seen in many culinary businesses that are developing in Indonesia, especially in Surabaya. One place to eat that has a competitive advantage in its products is the champion geprek chicken. Uniquely, even though the champion's geprek chicken only carries out promotions on Instagram, consumers who visit and buy its products are still busy. This means that there are other factors that influence consumer purchasing decisions. This study aims to determine how significant the influence of Word Of Mouth (WOM) and taste on purchasing decisions for champion geprek chicken. In this study using a quantitative approach method. The media used are questionnaire media as a research instrument. Technical analysis uses multiple linear regression with hypothesis testing, namely R, t, and f tests. the sample size is 96 respondents using a purposive sampling method. The results of this study indicate that the word of mouth and taste variables have a positive and significant effect on the purchasing decision of champion geprek chicken. The effect of word of mouth and taste on purchasing decisions is 61% of these variables, the remaining 49% is influenced by other factors not used in this study. Recommendations for future researchers are expected to be able to develop this research by conducting research on other factors that can influence buyer decisions and different samples or by using different research testing tools. Keywords: Word Of Mouth, Taste, Purchase Decision, Champion Geprek Chicken

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