Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik
Anisa Gusanasari
Unknown Affiliation
Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH WORD OF MOUTH DAN PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA UNIVERSAL PHOTO STUDIO PEKANBARU Anisa Gusanasari; Meyzi Heriyanto
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 6: Edisi II Juli - Desember 2019
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The research conducted at Universal Photo Studio Pekanbaru where located in JL. HR.  Soebrantas Panam No. 81, Sidomulyo Bar, Tampan, Kota Pekanbaru. This study aims to determine the effect of word of  mouth and pricing on purchase decisions at universal photo studio pekanbaru. In this study use quantitive descriptive with SPSS program. The population in this is are consumers at  universal photo studio pekanbaru. The sampling technique chosen is slovin Formula with a sample 88 respondents.            Hypothesis testing uses a simple linear analysis method and multiple analysis with result showing that Word of mouth and pricing have a positive and significant effect on purchase decision at  universal photo studio pekanbaru. With the calculation of the coefficient of determination (R2) word of mouth on purchase decision  the value of R square is 0,575 or 57,5% and pricing on purchase decision the value of R square is 0,555 or 55,5% and coefficient of determination (R2) word of  mouth and pricing on purchase decision the value of R square is 0,657 or 65,7%. This show that the word of mouth and pricing gives an effect of  65,7% on purchase decision  at universal photo studio pekanbaru, while remaining 34,3% is effected by other variables that are not examined in this study.Key words: Word of mouth, Pricing, Purchase Decision
Co-Authors Meyzi Heriyanto