The Effect of Word of Mouth (WOM) on Purchasing Decision of Region Exclusive Fabric of West Nusa Tenggara Province (Case Study on Sasambo Fabric in Bima City)

Abstract

Word of mouth (WOM) become an important part in marketing studies considering that communication in Word of mouth (WOM) is able to influence the consumer. Word of mouth (WOM) is capable of spreading rapidly when the individual who is spreading it also has a wide network. This study aims to (1) to find out and analyze the positive and significant effect of Word of Mouth (WOM) on purchasing decision of region-exclusive fabric of West Nusa Tenggara Province (case study on Sasambo fabric in Bima City), (2) to give an input of thought to sasambo fabric manufacturer in Bima Town to implement the marketing strategy that does not rely on high cost but what is required is loyal consumer, so that the quality of sasambo fabric is must be upgraded and has more variety in motif. The research is conducted in Bima town for 2 months from Mei to June 2018. The population of this research is all of the people in Bima who bought and used Sasambo cloth with a number of samples are 96 people and technique of sampling is purposive sampling. The technique of Data analysis used is a simple linear regression analysis by using the equation, i.e: Y = a +bx. The result variable statistic test of WOM achievement point in the amount of 17.541 with table point in the amount of 1,985 (17.541 ˃1,985), then, so Word of Mouth (WOM) has a positive and significant effect on purchasing decision of region-exclusive fabric of West Nusa Tenggara province (Case Study on Sasambo Fabric in Bima City).

Pengaruh Service Quality, Word of Mouth, dan Brand Awareness terhadap Keputusan Pembelian Polis Asuransi Kendaraan di Jakarta

“…Selain itu, keputusan pembelian juga dipengaruhi variabel word of mouth. Menurut Ernawati et al (2018) word of mouth memiliki pengaruh signifikan dan positif terhadap purchasing decision. Faktor lainnya yang mempengaruhi keputusan pembelian yakni brand awareness.…”

“…Semakin baik service quality yang diberikan perusahaan, maka semakin besar kesempatan konsumen memutuskan membeli produknya. Berdasarkan pernyataan diatas, maka hipotesis penelitian adalah sebagai berikut: H1 : Service quality memiliki pengaruh positif terhadap keputusan pembelian polis asuransi kendaraan di Jakarta Pengaruh Word of Mouth Terhadap Keputusan Pembelian Dalam penelitian yang dilakukan Ernawati, et al (2018) menunjukkan word of mouth mempunyai pengaruh signifikan dan positif terhadap purchase decision. Word of mouth yang positif dapat meningkatkan keinginan konsumen dalam memutuskan pembelian.…”

“…Karyawan yang memiliki pengetahuan baik dan sopan, melayani pelanggan dengan cepat, care serta bersedia membantu serta memberikan perhatian khusus kepada pelanggan akan meningkatkan kepuasan konsumen sehingga menciptakan sevice quality yang baik bagi perusahaan. Hipotesis kedua sama dengan hasil penelitian dari Ernawati, et al (2018) dan Alfian dan Nilowardono (2019) yang menyampaikan word of mouth mempunyai pengaruh signifikan dan positif terhadap keputusan pembelian. Pengalaman konsumen yang puas terhadap layanan dapat menciptakan informasi positif sehingga akan mempengaruhi dan mengajak orang di sekitarnya untuk menggunakan produk asuransi kendaraan.…”

Classification of Lombok Songket and Sasambo Batik Motifs Using the Convolution Neural Network (CNN) Algorithm

“…The three ethnic groups expect Sasambo batik to strengthen their harmony and togetherness. The craftsmen still process Sasambo batik using traditional techniques [5]. Craftsmen need to use their hand skills to create patterns, motifs, and colors on sasambo batik.…”