THE EFFECT OF WORD OF MOUTH AND SALES PROMOTION ON PURCHASE DECISIONS AT FRAN COFFEE PEKANBARU

Authors

  • Abdul Aziz University of Technology Malaysia (UTM), Johor Bahru, Malaysia
  • Syahrial Shaddiq University of Lambung Mangkurat (ULM), Banjarmasin, Indonesia
  • Lalu Supardin University of Sarjanawiyata Tamansiswa (UST), Yogyakarta, Indonesia
  • Jhonni Ardan Mardan Sekolah Tinggi Ilmu Ekonomi (STIE) Riau, Pekanbaru, Indonesia
  • Irsyadi Zain Sekolah Tinggi Ilmu Ekonomi (STIE) Persada Bunda, Pekanbaru, Indonesia
  • Faira Medina Dzikra Sekolah Tinggi Ilmu Ekonomi (STIE) Riau, Pekanbaru, Indonesia

DOI:

https://doi.org/10.56107/utility.v1i1.6

Keywords:

Word of mouth, sales promotion, purchases decisions.

Abstract

This study examines the effect of word of mouth and sales promotion on purchase decisions at Fran Coffee Pekanbaru. The number of respondents in this study was 100 respondents. Sampling was done by purposive sampling technique. This study uses multiple linear regression analysis techniques with SPSS 26 as an analytical tool. The results of multiple linear regression tests show that: (1) word of mouth partially has a significant effect on purchasing decisions at Fran Coffee Pekanbaru. (2) sales promotion partially has a significant effect on purchasing decisions at Fran Coffee Pekanbaru. (3) word of mouth and sales promotion simultaneously significantly affect purchasing decisions at Fran Coffee Pekanbaru.

Author Biographies

Abdul Aziz, University of Technology Malaysia (UTM), Johor Bahru, Malaysia

 

 

Jhonni Ardan Mardan, Sekolah Tinggi Ilmu Ekonomi (STIE) Riau, Pekanbaru, Indonesia

 

 

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Published

2023-06-30

How to Cite

Aziz, A., Shaddiq, S., Lalu Supardin, Mardan, J. A., Irsyadi Zain, & Faira Medina Dzikra. (2023). THE EFFECT OF WORD OF MOUTH AND SALES PROMOTION ON PURCHASE DECISIONS AT FRAN COFFEE PEKANBARU. Utility : Journal of Economics Managemant and Accounting, 1(1), 1–14. https://doi.org/10.56107/utility.v1i1.6

Issue

Vol. 1 No. 1 (2023): June

Section

Articles