PENGARUH KOMUNIKASI PEMASARAN WORD OF MOUTH TERHADAP PEMBELIAN PRODUK SPIRULINA TIENS (STUDI PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS MUHAMMADIYAH MALANG ANGKATAN 2016)

is one of the business systems that uses a network and sales system. directly by distributors to consumers without going through intermediaries. namely by means of Word of Mouth. This study aims to determine how much influence Word of Mouth marketing communication has on the purchase of Tiens spirulina products. Researchers use the theory of Word of Mouth Communication (WOM) using quantitative methods. The basis of the research used is survey research. This approach uses a questionnaire or questionnaire as a data collection tool. The conclusion in this study that there is an effect of Word of Mouth on the purchase of Tiens spirulina products in students of Communication Science at the University of Muhammadiyah Malang class 2016, can be seen from the results of X and Y calculations with the F test and obtained a score of 33.4 and for Fcount > Ftable of 3.98, it can be concluded that the variable X has a simultaneous effect on the variable Y. And the results of the calculation effect with the calculation of the coefficient of determination of 0.330 which means that the word of mouth can contribute to the purchase of Tiens spirulina products in communication science students at the University of Muhammadiyah Malang class of 2016 amounted to 33%. Thus, the hypothesis which reads that there is an influence between Word of Mouth on the purchase of Tiens Spirulina products among students of communication science at the University of Muhammadiyah Malang, class of 2016. From the results of this study, it is taken into consideration to be considered in the development of science in the field of word of mouth marketing communication