Pengaruh Word Of Mouth (Wom) Dan Persepsi Kualitas Terhadap Keputusan Pembelian Produk (Studi Kasus: Konsumen Beras Organik “Padi Mulya” Di Sragen)

Oleh :
Yurike Kusumastuti - H0808165 - Fak. Pertanian

The objectives of this research were: (1) to study process the happening of marketing communications by Word of Mouth at “Padi Mulya” organic rice, (2) to study consumer perceptions of “Padi Mulya” organic rice quality, and (3) to analyze marketing communications influence by Word of Mouth and perceived quality at “Padi Mulya” organic rice purchasing decision in Sragen. This research was used primary data and secondary data. Primary data obtained from result of interview by using questioner. Secondary data obtained from various source of publication. This research was used descriptive method. Result of research indicates that Word of Mouth variable and perceived quality variable having an effect to purchasing decision. Perceived quality variable had a stronger influence than Word of Mouth variable. Variation of purchasing decision were explained by Word of Mouth and perceived quality in the amount of 39,3% while the remaining were explained by other variables outside the model.