PENGARUH STRATEGI PROMOSI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA KOPIGANES

Abstract

Companies carry out the promotion in order to achieve their objectives. Other aspects which have
influence the achievement of company’s target is sales promotion and the ability of sales person which
has been conducted by every company. Therefore, when a product can be accepted by customer, it will
generate good word of mouth. The samples are 100 customers of Cafe Kopiganes and the sample
collection technique has been done by using the slovin formula, it has been assumed that the
population of customers in 2015 is 5959 people. The data is all customers who regularly purchase
products at Café Kopiganes. The result of the research shows that the significance rate occurs from the
X variables (Advertising, Sales Promotion, Personal Selling and Word of Mouth) to the Y variable
(Customer Decision). It has been obtained from the result of the regressions that the Word of Mouth
variable is the most significant variable in this research. And suggestions for cafe kopiganes associated
with word of mouth is the most dominant , to maintain and increasing frequency word of mouth the
cafe kopiganes should look more serious what is wanted by its customers pertaining to ministry ,
product quality is satisfied so the customer feel that would recommend hal-hal positive about cafe
kopiganes to others.
Keywords:
Advertising, Sales Promotion, Personal Selling, Word of Mouth, Customer Decision.