The Effects of Word Of Mouth And Product Attributes Toward Purchase Decision On Ice Manias

Abstract

This research aims to test the effect of word of mouth and product attributes toward customer decision to buy Ice Manias both partially and simultaneously. The variables studied in this research are word of mouth (X1) and product attributes (X2). Word of mouth has four indicators which are word of mouth intensity, positive word of mouth, negative word of mouth, and the content of word of mouth. Product attributes also have four indicators which are price, speed of service, menu variance, and taste. The analytical tool used in this research is multiple regression. The populations in this research are those who have ever bought Ice Manias products and the number is infinite. The size of the sample is 35 respondents with a sampling technique of convenience sampling method. The analysis result shows that word of mouth and product attributes have a significant effect both partially and simultaneously toward purchase decision of Ice Manias.