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THE EFFECT OF WORD OF MOUTH AND SALES PROMOTION ON PURCHASE DECISIONS AT FRAN COFFEE PEKANBARU

This study examines the effect of word of mouth and sales promotion on purchase decisions at Fran Coffee Pekanbaru. The number of respondents in this study was 100 respondents. Sampling was done by purposive sampling technique. This study uses multiple linear regression analysis techniques with SPSS 26 as an analytical tool. The results of multiple linear regression tests show that: (1) word of mouth partially has a significant effect on purchasing decisions at Fran Coffee Pekanbaru. (2) sales promotion partially has a significant effect on purchasing decisions at Fran Coffee Pekanbaru. (3) word of mouth and sales promotion simultaneously significantly affect purchasing decisions at Fran Coffee Pekanbaru.

Yayasan Pusat Cendekiawan Intelektual Nusantara

Abdul Aziz Syahrial Shaddiq Lalu Supardin Jhonni Ardan Mardan Irsyadi Zain Faira Medina Dzikra

Utility : Journal of Economics Managemant and Accounting

2023

Title: THE EFFECT OF WORD OF MOUTH AND SALES PROMOTION ON PURCHASE DECISIONS AT FRAN COFFEE PEKANBARU

Description:

This study examines the effect of word of mouth and sales promotion on purchase decisions at Fran Coffee Pekanbaru.

The number of respondents in this study was 100 respondents.

Sampling was done by purposive sampling technique.

This study uses multiple linear regression analysis techniques with SPSS 26 as an analytical tool.

The results of multiple linear regression tests show that: (1) word of mouth partially has a significant effect on purchasing decisions at Fran Coffee Pekanbaru.

(2) sales promotion partially has a significant effect on purchasing decisions at Fran Coffee Pekanbaru.

(3) word of mouth and sales promotion simultaneously significantly affect purchasing decisions at Fran Coffee Pekanbaru.

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