KEKUATAN KEUNIKAN PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA UKM BIBIKA AMBON SUGEMA SUKABUMI

The research was aimed at determining the uniqueness of product and word of mouth toward buying decision at UKM Bibika Ambon Sugema Sukabumi. The research method applied was random sampling in which questionnaire were distributed by the researcher 86 consumers. The techniques of analysing data applied were multiple linear regression, multiple correlation coeffecient, and were determination coeffecient. Partial (t test) and simultaneous (f test) statistic test were deployed by the researcher in order to hypothesis testing. The research result by using determination coeffecient test show that the value of (Adjusted R2) is amounted to 0.758 which means that the influence of Product Uniqueness and Word Of Mouth toward Buying Decision is 76%, while 24% influenced by other factors out of the research. Additionally, the multiple correlation coeffecient test shows that the R value amounted to 0.874 means that Buying Decision. According to the result of the F test conducted, it is found that the value of sig. 0.000 < 0.05 which means that Product Uniqueness (X1) and Word Of Mouth (X2) influence positively and significantly altogether toward Buying Decision (Y). Thus, based on t test conducted, it shows that Product Uniqueness (X1) and Word Of Mouth (X2) partially significantly influence toward Buying Decision (Y)