Pengaruh Word Of Mouth, Sales Promotion, Dan Relationship Marketing Terhadap Keputusan Pembelian Di Dunkin Donuts Cabang Rumah Sakit Universitas Airlangga Surabaya. (The Influence of Word Of Mouth, Sales Promotion, and Relationship Marketing on Purchase Decisions at Dunkin Donuts Hospital Branch, Universitas Airlangga Surabaya).

Wulandari, Occa Putri Ade (2024) Pengaruh Word Of Mouth, Sales Promotion, Dan Relationship Marketing Terhadap Keputusan Pembelian Di Dunkin Donuts Cabang Rumah Sakit Universitas Airlangga Surabaya. (The Influence of Word Of Mouth, Sales Promotion, and Relationship Marketing on Purchase Decisions at Dunkin Donuts Hospital Branch, Universitas Airlangga Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In Indonesia, various industries operating in the food and beverage sector are able to develop very quickly and rapidly, as evidenced by the emergence of various fast food restaurants with international franchise brands such as (Dunkin Donut's, KFC, MCD, etc.). In the food and beverage industry which is able to become the main driver of the Indonesian economy, there was growth in the food and beverage industry of 2.54% starting from 2020 to 2021, with a monetary value of IDR 775.1 trillion. Being the most important economic sector in Indonesia, various food and beverage industries always contribute to Gross Domestic Product (GDP). The purpose of this research is to find out whether knowledge of Word of Mouth (X1), Sales Promotion (X2) and Relationship Marketing (X3) affects Purchasing Decisions (Y) at Dunkin Donut's Unair Surabaya Hospital branch. This type of research uses quantitative methods with Multiple Linear Regression Analysis. The population is all buyers who have made transactions at Dunkin Donut's Branch, Unair Hospital Surabaya with a sample size of 100 respondents from the e-questionnaire distribution statement, via Google Form. The results obtained state that Word of Mouth, Sales Promotion, and Relationship Marketing partially and simultaneously influence purchasing decisions. Testing this hypothesis is proven through the t test (partial) that Word of Mouth influences purchasing decisions, Sales Promotion influences purchasing decisions, and Relationship Marketing influences purchasing decisions. As well as the F test (Simultaneous) with Fcount 38.738 > Ftable 2.699 and significant level 0.000 < 0.05. With the determination value (R2) of 54.8%. Meanwhile, the remaining 45.2% can be influenced by other factors and come from outside the variables studied such as variables, advertising, influencer marketing and brand image.

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