PENGARUH WORD OF MOUTH DAN STORE ATMOSPHERE TERHADAP PURCHASE DECISION DAN DAMPAKNYA PADA CONSUMER SATISFACTION DI DISTRO QUIET RIOT BOGOR

Abstract

Quiet Riot Bogor distributions associated with efforts to increase the volume of the purchase decision experiencing problems where general and administrative decreased Products Dari April Wire color Wire color New Articles In June 2014 decrease in general and administrative product shows that the decision to purchase various Products offered in Quiet Riot distributions Bogor still low , the condition is thought to result in low customer satisfaction . The formulation of the problem , the research is how managers attempt Quiet Riot Bogor distributions to improve the purchasing decisions that can have a positive effect for increasing consumer satisfaction.

Analytical techniques used multiple linear regression is a 2 stages. Based on the results of the analysis can be known that value t calculate variable word of mouth and store atmosphere respectively amounting to 2.684  and 2.139 > t table 1.66462, then the hypothesis stating that word of mouth and the store atmosphere gave positive effect on purchase decision can be accepted. The value of F calculate the regression phase 1 is 12.048 > F table 3.12, then the hypothesis stating that word of mouth and store atmosphere as well as the positive effect of a simultaneous purchase decision can be accepted. The value t calculate unstandardized predicted variable value purchase decisions have a value t calculate 6.340 > the t table 1.66462, then a hypothetical purchase decision starting that the positive effect of consumer satisfaction in Quiet Riot Distro Bogor is  acceptable.

Key words: word of mouth, store atmosphere, purchase decision and consumer satisfaction