THE EFFECT OF WORD OF MOUTH ON PURCHASE INTENTION (CONSUMER STUDY OF EDUCATION SERVICES MI ROUDHOTUL ILMI CIMAHI)
Abin Muhamad Farhan1,* Ratih Hurriyati2, Heny Hendrayati3,

Indonesian Education University

Abstract

ABSTRACT
Public talk about the educational product or service that is being communicated is very important, if the educational product or service it produces is good, the sense of trust will increase and make buying interest very significant. This study aims to determine how the influence of WOM carried out by MI Roudhotul Ilmi as an educational service provider on purchase intention, and to find out the hypothesis which states that there is a significant relationship between WOM and purchase intention. The research method used is quantitative. Analysis of the data used is simple linear regression. The sampling technique used is non-probability sampling, with purposive sampling as the sampling technique. Meanwhile, the number of respondents is 100 people who live in Cimahi City and have never sent their children to MI Roudhotul Ilmi. The results of this study reveal that either partially or simultaneously there is a positive and significant influence of WOM on purchase intention in consumers of MI Roudhotul Ilmi Education services.

Keywords: WOM, Purchase Intention.

Topic: Marketing Management