THE INFLUENCE OF WORD OF MOUTH (WOM) ON FRUIT PURCHASING DECISIONS IN THE MODERN MARKET IN THE COMMUNITY SAMARINDA CITY

Abstract

Word of mouth is communication by word of mouth about views or ratings of a product or service, both individually and in groups that aim to provide personal information. This research was conducted to know the effect of word of mouth (WOM) on the decision to buy fruit in the modern market in the people of Samarinda 2023.This research was conducted at the Samarinda modern market, namely at the Lembuswana Mall, Big Mall, Samarinda Central Plaza, and Robinson Mall from January until March 2023. With a population of 130 fruit consumers in the Samarinda modern market. To obtain data in this study, the authors used a questionnaire method which was given to consumers who had bought fruit at the Samarinda modern market. The collected data were then analyzed based on the results of hypothesis testing on traditional word of mouth and online word of mouth. Furthermore, the overall results of hypothesis testing showed that traditional word of mouth (X₁) that is talker, topic, taking part, and online word of mouth (X₂) that is aids providers or media, attention to other consumers, helps the company, express positive experiences, seek advice, have a positive influence on fruit purchasing decisions in the modern market in Samarinda. Thus the hypothesis was accepted. Based on the research results obtained, it is known that of the two independent variables that have adominant influence on purchasing decisions is online word of mouth because the value of the beta coefficient(standardized coefficients beta = (0,762) is greater than the value of the traditional beta coefficient of word of mouth (standardized coefficients beta=0,225).