@misc{eprints82052,
           month = {Agustus},
           title = {THE EFFECT OF PHYSICAL EVIDENCE AND WORD OF MOUTH ON
PURCHASING DECISIONS (STUDY OF UMKM CONSUMERS OF

WARUNG IRMA, METRO CITY)},
          author = {EGUH NUGROHO RIZKY T},
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS ILMU SOSIAL DAN ILMU POLITIK},
            year = {2024},
             url = {http://digilib.unila.ac.id/82052/},
        abstract = {This research was conducted with the aim of finding out the influence of physical
evidence and word of mouth on purchasing decisions at Warung Irma, Metro City.
The population in this study is Warung Irma consumers whose exact number is not
known. Determining the sample in this study used the Cochran formula with a total
of 100 respondents who had made purchases and hung out at Warung Irma, Metro
City. Then the analysis techniques used include validity tests, reliability tests,
classical assumption tests, and multiple linear regression analysis. The research
results show that partial physical evidence is 3,924 and word of mouth is 4,136
which is greater than the t table value so that it has a positive and significant effect
on purchasing decisions at Warung Irma. Then simultaneously physical evidence
and word of mouth is 70,812 which is greater than the f table, namely 3.09, which
has a positive and significant effect on purchasing decisions at Warung Irma.
Keywords: physical evidence, word of mouth, purchasing decisions, hanging out,
Warung Irma.



Pada penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh physical
evidence dan word of mouth terhadap keputusan pembelian di Warung Irma Kota
Metro. Populasi dalam penelitian ini merupakan konsumen Warung Irma yang tidak
diketahui secara pasti jumlahnya. Penentuan sampel dalam penelitian ini
menggunakan rumus Cochran dengan jumlah 100 responden yang pernah
melakukan pembelian serta melakukan kegiatan nongkrong di Warung Irma Kota
Metro. Kemudian teknik analisis yang digunakan mencakup uji validitas, uji
reliabilitas, uji asumsi klasik, dan analisis regresi linear berganda. Hasil penelitian
menunjukkan bahwa secara parsial physical evidence sebesar 3.924 dan word of
mouth sebesar 4.136 yang lebih besar dari nilai t tabel sehingga berpengaruh positif
dan signifikan terhadap keputusan pembelian di Warung Irma. Kemudian secara
simultan physical evidence dan word of mouth sebesar 70.812 yang lebih besar dari
f tabel yaitu 3.09 berpengaruh positif dan signifikan terhadap keputusan pembelian
di Warung Irma.
Kata kunci: physical evidence, word of mouth, keputusan pembelian,
nongkrong, warung irma.}
}