PENGARUH BAURAN PEMASARAN DAN WORD OF MOUTH (WOM) TERHADAP MINAT BELI ULANG PADA KONSUMEN PERUSAHAAN FNB (FOOD AND BEVERAGE) CV. SEGO NJAMOER

Abstract

This research aimed to find out the effect of marketing mix and Word of Mouth (WoM) on the consumers’ repurchasing Interest at CV. Sego Njamoer. The data collection method used purposive sampling, in which the sample was based on the criteria given. The sample was customers of Sego Njamoer who had purchased Sego Njamoer products and consumers who had claimed the promo that was offered. Furthermore, the instrument in the data collection technique was a questionnaire with the Lameshow formula. The questionnaires were distributed to 100 respondents. Additionally, the data analysis technique used a reliability test, validity test, classical assumption test, multiple linear regression analysis, goodness of fit, determination of coefficient analysis also t-test as the hypothesis was managed by the SPSS 25 version. The result, from the t-test, indicated that both product and location did not affect the customers’ repurchasing Interest at CV. Sego Njamoer. On the other hand, price, promotion, and Word of Mouth had a significant effect on the consumers’ repurchasing Interest at CV. Sego Njamoer. In other words, the better the price offers, promotions, and Word of Mouth were, the higher the consumers’ repurchasing at CV. Sego Njamoer would be.