Pengaruh Word of Mouth Communication terhadap Proses Keputusan Penggunaan Jasa pada PT Fauzi Haya Tour & Travel

Abstract

Word of mouth ( WOM ) communication or word of mouth is a powerful marketing strategy in introducing a product or service . Particularly in this case is the product of service where consumers often pay close attention service usage and then recounted his experience on other potential customers . In line with the increasing use of services in an era of globalization and the increasingly modern era , especially the travel company , which is currently in great demand by Indonesian society who need convenience and time efficiency in achieving a certain place , it will take more marketing expertise. This research is aimed to determine the effect of organic word of mouth and amplified word of mouth against the decision to use the services at PT Fauzi Haya Tour & Travel. The sample used in this research were 96 respondents. Data analysis that used in this research were instrument test, classical instrument test, multiple linear regression analysis, hypothesis test (test F and test T) and the coefficient of determination (R2 ). Based on the multiple linear regression result is the word organic has a mouth influence The positive and significant Decision Against the use of services with a regression coefficient of 0.568 Rated thitung > ttabel namely 4.905 while amplified word has a mouth influence one negative but significant Decision Against the use of services by the regression coefficient - 0155 Rated thitung > ttabel namely -1548 . Both give effect Decision Against Purchase of 20.8 %