The Influence of Word of Mouth on Purchase Decision Through Purchase Interest (in Rumah Kaca Coffee & Eatery Kota Jambi)
DOI:
https://doi.org/10.24191/aej.v9i2.14300Keywords:
Word of Mouth (WOM), Purchase Intention, Purchase DecisionAbstract
This study aims to determine the effect of word of mouth (WOM) or known as word of mouth marketing on purchasing decisions with buying interest as an intervening variable. The target of this research is the consumers of Rumah Kaca Coffee & Eatery, Jambi City. The population and sample in this study were consumers of Rumah Kaca Coffee & Eatery, Jambi City. An exploratory research was conducted from July to December 2022 with a total sample of 100 respondents. Quantitative research has been performed and data was obtained through the method of distributing questionnaires. The research data analysis method was descriptive statistical analysis using the Structural Equation Modeling (SEM) technique, with Partial Least Square (PLS) as a processing tool using the SmartPLS4 program (V.4.0.8.8.). The results of this study proved that word of mouth has a positive and significant effect on purchase intentions.
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