PENGARUH WORD OF MOUTH DAN FASILITAS TERHADAP MINAT BELI KONSUMEN PADA PUBLIK KOPI PEMATANGSIANTAR

Abstrak

This studys has the followings objectives: 1. To find out the description of word of mouth, facilities and consumer buying interest in Pematangsiantar Coffee Public. 2. To determine the effect of word of mouth and facilities on consumer buying interest in Pematangsiantar Coffee Public, eithesr simultaneously or partiallys. The populations of this studys were all consumers, amounting to 45 people Data collection is done by questionnaires, interviews and documentation. The analysis technique used is the research instrument test, qualitatives descriptives analysiss and quantitative descriptive.descriptive which includes multiple linearregression, simple linears regressions, correlations coefficients analysis and determination, and hypothesistesting.

The results of this study can be summarized as follows: 1. Word of mouth, facilities and consumer buying interest are good. 2. There is a positive influence betweens word of mouth and facilities on consumer buying interest either simultaneously or partially. 3. There is moderately high correlation between word of mouth and facilities with consumer buying interest either simultaneously or partially. 4. H0 is rejected, meaning that word of mouth and facilities have a positive and significant effect on consumer buying interest in Pematangsiantar Coffee Public, either simultaneously or partially.