ABSTRAK
Penelitian ini berjudul Word of Mouth Communication terhadap Tindakan Pengguna Jasa di Mari Photo Studio Kabanjahe. Penelitian ini bertujuan untuk untuk mengetahui bagaimana hubungan word of mouth communication terhadap tindakan pengguna jasa di Mari Photo Studio Kabanjahe. Metode yang digunakan dalam penelitian ini adalah metode korelasional, yang bertujuan untuk
menemukan ada atau tidaknya hubungan, seberapa besar hubungan tersebut, dan berarti tidaknya hubungan antara word of mouth communication terhadap tindakan pengguna jasa di Mari Photo Studio Kabanjahe.
Dari hasil penelitian diperoleh bahwa koefisien korelasi rs sebesar 0,768.
Berdasarkan pernyataan rs = 0, maka hipotesa diterima. Karena probabilitas lebih
kecil dari 0,01 maka hal ini menunjukkan signifikansi, artinya hipotesis yang diterima dalam penelitian ini adalah Ha atau hipotesa alternatif, yaitu terdapat
hubungan antara word of mouth communication dengan tindakan pengguna jasa di Mari Photo Studio Kabanjahe. Hasil rs = 0,768 pada skala 0,71 – 0,90. Hal ini
menunjukkan hubungan yang tinggi; kuat antara word of mouth communication dengan tindakan pengguna jasa di Mari Photo Studio Kabanjahe.
Kata kunci: word of mouth communication, tindakan pengguna jasa
ABSTRACT
The title of this essay is Word of Mouth Communication to Service User Actions in Mari Photo Studio Kabanjahe. This essay aimed to determine how the relationship of word of mouth communication to services to user actions in Mari Photo Studio Kabanjahe. The method used in this study is a correlational method, which aims to discover whether there is any relationship, how much such a relationship, and means that the relationship between word of mouth communication services to user actions in Mari Photo Studio Kabanjahe.
The result showed that the correlation coefficient of 0.768 rs. Based on the statement rs = 0, then the hypothesis is accepted. Because the probability is less than 0.01 then this indicates significance, meaning that the hypothesis is accepted in this study or the alternative hypothesis Ha, that there is a relationship between word of mouth communication with the service user action in Let Photo Studio Kabanjahe. Result rs = 0.768 on a scale of 0.71 to 0.90. This indicates a high relationship; powerful word of mouth communication between the service user action in Let Photo Studio Kabanjahe.
Keywords: word of mouth communication, service user actions
