Studi Korelasi Komunikasi Pemasaran Komunikasi dari Mulut ke Mulut (Word-Ofmouth) dalam Meningkatkan Ekuitas Merek (Brand Equity) pada Kenanga Garden di Kota Medan

Abstract

WOM (Word-of-Mouth) promotion or the promotion relying on word-of-mouth communication is a form of promotion that is still effective. This research demonstrated that majority of visitors at Kenanga Garden were 25-50 years old, female, and Indonesian citizens. They generally had undergraduate degrees and had relatively high income, in which one-fourth of their income is spent for eating out. Most of the respondents had affiliation with organizations that facilitated them to perform WOM communication. The population was people visiting Kenanga Garden from July until October 2013 i.e. 41,726 people. Slovin formula was used to obtain 100 people as the samples. The research also used quantitative data with correlational analysis. The results of simple (r) correlational analysis demonstrated that WOM communication had correlation with Brand Equity with value of (r) 0.942. Since the significance value (0.000 <0.05), H0 was rejected, indicating that there was a significant correlation between Word-of-Mouth Communication and Brand Equity in Kenanga Garden, Medan.