Komunikasi Word Of Mouth dan Keputusan Pembelian Batik Bangkalan

Raniawati Rachman, Totok Wahyu Abadi

Abstract


This research aims to examines the influence word of mouth communication, brand awareness, and community reception on buying decision of Batik Bangkalan using word of mouth communication, reception, and consumer behavior theory. This research has been done in Bangkalan Regency to 100 visitors of batik centers as respondents. Data were collected by questionnaires and analyzed by using multiple linear regression based on SPSS V21.0. The result shows that buying decision of Batik Bangkalan (Y) is influenced simultaneously by word of mouth communication (X1), brand awareness (X2), and public receptions (X3). The influence of three variables on buying decision has been indicated by determinant coefficient (R²) 60.7%. The most influential factors in buying decision of Batik Bangkalan Batik is brand awareness and public reception, while word of mouth communication did not influence on buying decision. It happens because X1 variable only to discuss, promote, and recommend. It does not reach level of persuading, inviting, and encouraging people to buy batik Bangkalan.


Keywords


word of mouth communication, awareness brand, and buying decision

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