Analisis Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Pada Cafe Floor (Studi Kasus Pada Masyarakat Kecamatan Bengkalis)

This study was conducted to analyze respondents’ reactions to word-of-mouth, analyze respondents’ reactions to purchasing decisions, and analyze the influence of word-of-mouth on purchasing decisions at Cafe Floor. This is an associative study. The sampling technique used in this study was non-probability sampling with a purposive sampling method, involving a total of 100 respondents. The results of this study were analyzed using simple linear regression and were found to be significant. The correlation coefficient was positive and in the same direction, with a value of 0.620. The positive simple linear regression equation is Y = 28.267 + 0.955X, and the coefficient of determination is 0.385, meaning that word-of-mouth influences purchasing decisions by 38.5%, while 61.5% is influenced by other variables outside the scope of this study, such as service quality, price, location, promotions, and product quality. The results of this study indicate that Word of Mouth has a significant effect on purchasing decisions, with a calculated t-value greater than the critical t-value (5.941 > 1.984), meaning that the alternative hypothesis (Ha) is accepted and the null hypothesis (Ho) is rejected. This confirms that the Word of Mouth variable influences purchasing decisions.