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.

Preview	Text (COVER) 19.J2.0026-Ni Putu Tiara Tessa Indiani-COVER_a.pdf Download (784kB) | Preview
Preview	Text (BAB I) 19.J2.0026-Ni Putu Tiara Tessa Indiani-BAB I_a.pdf Download (244kB) | Preview
	Text (BAB II) 19.J2.0026-Ni Putu Tiara Tessa Indiani-BAB II_a.pdf Restricted to Registered users only Download (364kB)
Preview	Text (BAB III) 19.J2.0026-Ni Putu Tiara Tessa Indiani-BAB III_a.pdf Download (381kB) | Preview
Preview	Text (BAB IV) 19.J2.0026-Ni Putu Tiara Tessa Indiani-BAB IV_a.pdf Download (694kB) | Preview
Preview	Text (BAB V) 19.J2.0026-Ni Putu Tiara Tessa Indiani-BAB V_a.pdf Download (234kB) | Preview
Preview	Text (DAFTAR PUSTAKA) 19.J2.0026-Ni Putu Tiara Tessa Indiani-DAPUS_a.pdf Download (457kB) | Preview
Preview	Text (LAMPIRAN) 19.J2.0026-Ni Putu Tiara Tessa Indiani-LAMP_a.pdf Download (553kB) | Preview

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.

Actions (login required)

View Item