Word of Mouth Communication terhadap Keputusan Penggunaan Jasa” (Studi Korelasional Pada Kursus Bahasa Inggris Yayasan Pengembangan Persahabatan Indonesia-Amerika Medan
9
ABSTRAK
PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP
KEPUTUSAN PENGGUNAAN JASA
Nama
NIM
Departemen
Fakultas
Pembimbing
: Yayan Felix Simangunsong
: 100907100
: Ilmu Administrasi Niaga/ Bisnis
: Ilmu Sosial dan Ilmu Politik
: 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
Universitas Sumatera Utara
10
ABSTRACT
WORD OF MOUTH COMMUNICATION AGAINST THE DECISION OF
THE USE OF THE SERVICE
Name
NIM
Department
Faculty
Tutorship
: Yayan Felix Simangunsong
: 100907100
: Department Administration Niaga /
Business Science
:Social and Political Science
: 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.
Universitas Sumatera Utara
ABSTRAK
PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP
KEPUTUSAN PENGGUNAAN JASA
Nama
NIM
Departemen
Fakultas
Pembimbing
: Yayan Felix Simangunsong
: 100907100
: Ilmu Administrasi Niaga/ Bisnis
: Ilmu Sosial dan Ilmu Politik
: 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
Universitas Sumatera Utara
10
ABSTRACT
WORD OF MOUTH COMMUNICATION AGAINST THE DECISION OF
THE USE OF THE SERVICE
Name
NIM
Department
Faculty
Tutorship
: Yayan Felix Simangunsong
: 100907100
: Department Administration Niaga /
Business Science
:Social and Political Science
: 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.
Universitas Sumatera Utara