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The Effect of Word of Mouth on Purchase Intention

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Abin Muhamad Farhan First

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

Abstract

Public talk about the educational product or service that is being communicated is very important. If the educational product or service produced is good, the sense of trust will increase and make purchase intention very significant. This study aims to inspect the effect of this word-of-mouth (WOM) on purchase intention, which was conducted by MI Roudhotul Ilmi as an educational service provider, and to clarify the hypothesis that there was a positive connection between WOM and purchase intention. The research methods used were quantitative, and the data were analyzed using simple linear regression. The sampling technique used was random sampling with a directed sampling as the sampling technique. The sample size was 100 people who lived in Cimahi and have never sent their children to MI Roudhotul Ilmi. The results of this study showed that WOM had a partial or simultaneous positive and significant impact on consumer purchase intentions for MI Roudhotul Ilmi Education services.

Suggested Citation

  • Abin Muhamad Farhan First & Ratih Hurriyati & Heny Hendrayati, 2024. "The Effect of Word of Mouth on Purchase Intention," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 431-438, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_42
    DOI: 10.2991/978-94-6463-234-7_42
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