The Influence of Word of Mouth and Location on Consumer Purchase Interest at The Arinda Tempe Factory Mekarsari Village Kadipaten District Majalengka Regency

Abstract

This research aims to analyze the influence of word of mouth and location on consumer buying interest at the Arinda tempe factory, Mekarsari Village, Kadipaten District, Majalengka Regency, either simultaneously or partially. In this research the independent variables are word of mouth (X1) and location (X2) while the dividend variable is consumer buying interest (Y). The technique used in sampling is non-probability sampling. The type of data used in this research is primary data. Data collection techniques use questionnaires. The data analysis techniques used in this research are classical assumption test analysis, multiple linear regression, and hypothesis testing (t test and F test). The results of research processed using the SPPS Version 24.00 for Windows program show that the R Square value is 0.613, meaning 61.3%. The consumer buying interest variable can be explained by the independent variables in word of mouth and location research while the remaining 38.7% is explained by the variable others that were not studied or were not included in this regression model. The results of the simultaneous test (F Test) show a significance value of 0.000 < 0.05, word of mouth (X1) and location (X2) simultaneously have a positive and significant effect on consumer buying interest (Y) in shopping at the Arinda tempe factory, Mekarsari Village, Kadipaten District Majalengka Regency. The results of the partial test (T Test) show that the significance value of word of mouth (X1) is 0.002 < 0.05, the calculated t value is 3.210 > t table 1.66105, meaning that word of mouth has a positive and significant effect on consumer buying interest (Y), the significant value is location (X2) 0.000 < 0.05 t value 5.855 < t table 1.66105 meaning that location has a positive and significant effect on consumer buying interest (Y) in shopping at the Arinda tempe factory, Mekarsari Village, Kadipaten District, Majalengka Regency.