PENGARUH TRADITIONAL WORD-OF-MOUTH DAN ELECTRONIC WORD-OF-MOUTH DI INTERNET TERHADAP PROSES KEPUTUSAN PEMBELIAN LAPTOP MEREK ACER PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS TANJUNGPURA PONTIANAK

Abstract

This research aimed to analyze the influence of word-of-mouth (WOM) for both traditional and electronic towards laptop Acer"™s buying decisional process among the students of Fakultas Ekonomi Universitas Tanjungpura Pontianak. This research was designed as an explanatory research. The population of this research is the students of Fakultas Ekonomi Universitas Tanjungpura Pontianak who has buying a laptop  Acer  and has get  information about  Acer  brand  through  direct  talks  with  other consumers,  or  through the website  or  blog review  on the internet. This research was using purposive sampling, then elected a sample size of 100 people. The analysis technique used multiple linier regression analysis by SPSS version 20.0. The results based on multiple linier regression analysis showed that traditional  word-of-mouth  and electronic word-of-mouth  influence  significantly to  the laptop Acer"™s buying decisional process among the students of Fakultas Ekonomi Universitas Tanjungpura Pontianak, with the significance  of  value  0.000  and  R² of  35.2%, while  the rest  amounted  64,8% were  other factors  which are not  examined  in this study.

Keywords : traditional word-of-mouth, electronic word-of-mouth, and buying decisional process