Repie, Febe Angelia (2020) PENGARUH KOMUNIKASI WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN FAMOUZ CREATION EVENT ORGANIZER. Other thesis, Unika Soegijapranata Semarang.
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Abstract
This research begins with a background where the authors find Event Organizer as a service business with the same knowledge but got different consumers. This leads to the presumption that consumer differences depend on the marketing strategy used by the Event Organizer which then leads to consumer purchasing decisions. The subject of this research is Famouz Creation Event Organizer. Famouz is an Event Organizer that’s unique because it has two leaders in one business that are equally active and continues to experience an increase in consumers. Based on this background the problem formulation arises from this research namely "Does the Word of Mouth communication have a significant effect on consumer purchasing decisions of Famouz Creation Event Organizer?”. To find out the answers to the problem formulation, the authors use inferential statistical research methods with simple linear regression. This study uses a significance level of 5% and there are 100 respondents who fill out the questionnaire online. The results of this study is that there is a significant influence of Word of Mouth communication on consumer purchasing decisions of Famouz Creation EO, with the formula 7.072 + 0.565Word of Mouth, which means that if Word of Mouth is assumed to be zero (0) or there is no Word of Mouth, then the decision Famouz Creation EO consumer purchases did not change by 7,072. If Word of Mouth has increased by 1 unit, then this can affect Famouz Creation EO consumer purchasing decisions by 0.565.
| Item Type: | Thesis (Other) |
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| Subjects: | 300 Social Sciences > 340 Law > 346 Private Law > Consumer law |
| Divisions: | Faculty of Law and Communication > Department of Communication Science |
| Depositing User: | Mrs Christiana Sundari |
| Date Deposited: | 28 May 2021 02:54 |
| Last Modified: | 28 May 2021 02:54 |
| URI: | http://repository.unika.ac.id/id/eprint/25347 |
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