The Effect of Word of Mouth on Customers' Purchase Intention at Brilliant Les Privat and Athena Study Center in Semarang

Indiani, Ni Putu Tiara Tessa (2023) The Effect of Word of Mouth on Customers' Purchase Intention at Brilliant Les Privat and Athena Study Center in Semarang. Other thesis, Universitas Katolik Soegijapranata Semarang.

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Abstract

This research aimed to find out about the effect of word of mouth on purchase intention at Brilliant Les Privat and Athena Study Center in Semarang. To achieve this goal, every company must strive to produce and deliver goods or services following the wishes of consumers by providing pleasant personal services and supporting facilities. One of them is the word-of-mouth (WOM) marketing communication process. The method used by the researcher in this research was a quantitative research method. The sample was taken by using purposive sampling technique. The researcher used a questionnaire as the data collecting technique. It consisted of 2 kinds of questionnaires for word of mouth and for purchase intention. The questionnaire consisted of 15 questions which were given to 40 respondents. The data were analysed by using Skala Likert. Based on the data analysis, it was found that the result of r-count sig. (2-tailed) was -103 meaning there was no star sign (*). It automatically showed a significant correlation at a significant number of 0.05. Based on the criteria above, the relationship between the two variables is significant because the significance number is .103 > 0.05. Because the direction of the correlation coefficient is negative, then the correlation is inversely proportional. It can be concluded that there was no effect of word of mouth on purchase intention from the Brilliant Les Privat and Athena Study Center in Semarang.

Item Type: Thesis (Other)
Subjects: 600 Technology (Applied sciences) > 650 Management > Customers
Divisions: Faculty of Language and Art > Department of Englishpreneurship
Depositing User: Mrs Christiana Sundari
Date Deposited: 31 May 2023 06:30
Last Modified: 31 May 2023 06:30
URI: http://repository.unika.ac.id/id/eprint/31876

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