9
ABSTRAK
PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP
KEPUTUSAN PENGGUNAAN JASA
Nama : Yayan Felix Simangunsong NIM : 100907100
Departemen : Ilmu Administrasi Niaga/ Bisnis Fakultas : Ilmu Sosial dan Ilmu Politik Pembimbing : Drs. Humaizi, MA
Komunikasi word of mouth merupakan jenis promosi atau pemasaran yang mempunyai pengaruh substansial terhadap tindakan penggunaan jasa oleh konsumen. Promosi ini tidak memerlukan biaya dan effort besar tetapi cukup efektif untuk mempengaruhi orang lain. Pada umumnya word of mouth communication akan efektif apabila didukung oleh pengalaman real, tanpa rekayasa terhadap merek atau kualitas produk jasa. Peneliti memilih YPPIA Medan sebagai objek penelitian dikarenakan YPPIA Medan merupakan pelopor pendidikan Bahasa Inggris di Medan yang sedang mengalami penurunan penggunaan jasa.
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh word of mouth communication terhadap keputusan penggunaan jasa kursus Bahasa Inggris di Yayasan Pengembangan Persahabatan Indonesia-Amerika Medan.
Teori yang digunakan dalam penelitian ini adalah teori yang berkaitan dengan word of mouth communication dan teori AIDDA. Sampel dalam penelitian ini sebanyak 78 orang yang diambil berdasarkan rumus Slovin karena jumlah populasi diketahui. Metode pengambilan sampel menggunakan accidental sampling dan acceptanced random sampling. Teknik pengumpulan data terdiri dari kuesioner dan wawancara serta studi kepustakaan. Teknik analisis data dengan uji instrumen (validitas dan reliabilitas), analisis data tunggal, serta metode analisis data yang terdiri dari analisis regresi linear sederhana, pengujian hipotesis (koefisien determinasi, uji signifikan individual dan uji parsial) dan korelasi produk moment.
Dari hasil penelitian diperoleh bahwa word of mouth communication
berpengaruh terhadap keputusan penggunaan jasa pada kursus Bahasa Inggris Yayasan Pengembangan Persahabatan Indonesia-Amerika Medan. (1) Konsumen yang merasa puas akan membicarakan, meyakinkan, mendorong, bahkan merekomendasikan kursus Bahasa Inggris YPPIA Medan kepada orang lain sehingga akan timbul perhatian, minat, hasrat, keputusan hingga tindakan untuk menggunakan jasa kursus Bahasa Inggris YPPIA Medan. (2) Semakin baik word of mouth communication semakin meningkat keputusan penggunaan jasa.
Kata kunci : word of mouth communication, keputusan penggunaan jasa
10
ABSTRACT
WORD OF MOUTH COMMUNICATION AGAINST THE DECISION OF THE USE OF THE SERVICE
Name : Yayan Felix Simangunsong NIM : 100907100
Department : Department Administration Niaga / Business Science
Faculty :Social and Political Science Tutorship : Drs. Humaizi, MA
Communication word of mouth is a kind of promotion or marketing that have leverage substantial against the action of the use of services by the consumer.This promotion not need money and effort of great but effective enough to influence others.In general word of mouth communication would be effective if real, supported by experience without engineering against a brand or product quality services.Researchers choose yppia medan as an object of research because yppia medan was a pioneer english education in Medan that which is undergoing a decrease in the use of services.
This research aim is to figure out how to influence word of mouth of the decision of the use of communication services english courses at the foundation is the development of friendly indonesia-amerika fields.
The theory that is used in this research is the theory that is concerned with word of mouth communication and the theory of aidda.A sample in this research a total of 78 of a person taken based on the formula slovin known since the number of the population.A method of the sample use sampling and accidental acceptanced random sampling.The technique of the collection of data consists of a questionnaire and interview kepustakaan as well as study.Engineering analysis of data by test instrument ( validity and reliabilitas ), analysis of data single, as well as a method of analysis of data consisting of simple, linear regression analysis the testing of hypotheses ( a coefficient determination, test and test it significant dividual partial ) and correlations products moment.
Obtained from the results of research that word of mouth communication impact on the decision of the use of service to english courses of yayasan persahabatan Indonesia-Amerika fields.( 1 ) the consumer will discuss, were satisfied with it convincing, push, even recommended english courses yppia medan to others, and that would arise attention, interest, ardor, a decision until the act of to use the services of english courses yppia fields.( 2 ) the better word of mouth is increasing the decision of the use of communication services.
Key words: word of mouth communication, decision of the use of the service.
