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PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN PADA PT. LET’S GO GELATO INDONESIA TBK

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ABSTRACT EFFECT OF WORD OF MOUTH COMMUNICATION ON BUYING DECISION ON PT. LET’S GO GELATO INDONESIA TBK Arranged by: Benedict Brian Latupeirissa NIM: 1431016 This research is aim to examine the word of mouth effect on buying decisions. The variables used in this study are, the word of mouth as the independent variable and buying decisions as the dependent variable. In this study the researcher uses the descriptive method and questionnaire as the tool for collecting data. The said data were analyze using the Arithmetic Mean, Correlation Coefficient, Significant Test, Simple Linear Regression Analysis, and Determination Coefficient. The result of this research shows that the word of mouth communication has a positive impact on the buying decision at PT. Let’s Go Gelato Indonesia Tbk. The result can be seen from the value of pearson correlation coefficient that is = 0,553 and test result significant at = 0,05 and (5,502 > 2,000) thus, rejects the H0 and accepted the Ha. It interprets that, there is a significant relationship between the word of mouth communication and the buying decision at PT. Let’s Go Gelato Indonesia Tbk. Keywords: Word of Mouth Communication, Buying Decision