PENGARUH WOM (Word Of Mouth), BRAND TRUST DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SEBLAK BANDUNG PRASMANAN DI GONILAN, KARTASURA, KABUPATEN SUKOHARJO

Abstract

This study aims to examine the effect of Word of Mouth (WOM), Brand Trust, and Discounts on consumer purchasing decisions at Seblak Bandung Prasmanan in Gonilan, Kartasura, Sukoharjo Regency. This research focuses on marketing using a quantitative approach. The study was conducted at Seblak Bandung Prasmanan, located in Gonilan, Kartasura, Sukoharjo Regency. The population consisted of consumers who had purchased products from Seblak Bandung Prasmanan. A total of 100 respondents were selected as the research sample. Data were collected through questionnaires, documentation, and observation. The data were analyzed using the Statistical Package for the Social Sciences (SPSS). The results indicate that Word of Mouth has a positive and significant effect on consumer purchasing decisions, as evidenced by a t-value of 4.626 with a significance level of 0.000 < 0.05. Brand Trust also has a positive and significant effect on purchasing decisions, with a t-value of 2.374 and a significance level of 0.020 < 0.05. Furthermore, Discounts have a positive and significant effect on purchasing decisions, with a t-value of 3.047 and a significance level of 0.003 < 0.05. Simultaneously, Word of Mouth, Brand Trust, and Discounts have a significant effect on consumer purchasing decisions, as indicated by an F-value of 21.624 and a significance level of 0.000 < 0.05. The coefficient of determination test shows an R Square value of 0.403, indicating that Word of Mouth, Brand Trust, and Discounts collectively explain 40.3% of the variation in consumer purchasing decisions, while the remaining 59.7% is explained by other factors outside the scope of this study. The Adjusted R Square value of 0.385 indicates that the explanatory capability of the model after adjustment is 38.5%.

Keywords: Word of Mouth, Brand Trust, Discount, Purchasing Decision.