Pengaruh Word of Mouth Communication terhadap Keputusan Konsumen Menggunakan Jasa Kursus Bahasa Inggris (Studi pada Lembaga Kursus Bahasa Inggris, Language and Cultural Exchange (LCE) Medan, Jl Sei Mencirim No 79 /JL Sei Batang Serangan 76 Medan Baru)

Abstract

Marketing communication, word of mouth communication to be one of the most influential strategy in the consumer's decision to use a product or service. The company's success in influencing consumer purchasing decisions is strongly supported by efforts to build communication and news about the services offered in the midst of society. This study aims to determine the effect of Word Of Mouth Communication on consumer decisions to use services agencies in English Language and Cultural Exchange (LCE) field. Aspects examined included two things that Word Of Mouth Communication and Consumer Decision. This study uses quantitative associative with a population of 259 respondents and the sample amounted to 72 respondents and analysis techniques used are simple correlation and regression techniques. Research Shows Word Of Mouth Communication and Consumer Decision use Service Institute Courses in English Language and Cultural Exchange (LCE) field is that the independent variable, word of mouth communication positive and significant effect on the decision to use the services consumer English Language Institute Courses and Cultural Exchange. Calculation Results Statistics R Square value at 0.23 significant at 23% level of the consumer decision to use the service can be described by the word of mouth communication and the remaining 77% is explained by other variables not examined. Advice given is that in order to be able to read the needs of a dynamic market as well as trying to develop in accordance with market conditions, Language and Cultural Exchange in order to survive in the competition, So word of mouth communication has a stronger relationship and positive impact on the service user actions.