Pengaruh Word of Mouth Communication terhadap Proses Keputusan Penggunaan Jasa Martabe Sejahtera Golf Club

Abstract

Word of Mouth Communication as one of the Marketing Communication Strategy is the most influential strategy in consumer's decision to use a product or service. The company's success in influencing consumer’s purchasing decision is depends by its efforts to build communication and news about the product or service they offered in the midst of society. This study aims to determine the effect of Word of Mouth Communication towards consumer’s decision to use Martabe Sejahtera Golf Club service. Examined aspects included two things, Word of Mouth Communication and Consumer’s Decision. This research uses associative method with quantitative approach. The population in this research is amount 800 people and the sample is amount 90 respondents. It also uses simple correlation and regression techniques. This research shows that Word of Mouth Communication as an independent variable has positive and significant effect towards consumer’s decision to use Martabe Sejahtera Golf Club service. The result of the statistic calculation shows that R Square value is 0.384. It means 38% of the consumer’s decision to use Martabe Sejahtera Golf Club service can be described by Word of Mouth Communication and the remaining 62% explained by other variables which is not included in this research model. Researcher advises that in order to be able to keep exist in this dynamic kind of market, Martabe Sejahtera Golf Club needs to build a promotion model which is focused to increase positive Word of Mouth dissemination as well as trying to improve its service image.