Fahlevi, M. Fadel (2017) Efektifitas Strategi Pemasaran Word Of Mouth (Wom) Dalam Mempengaruhi Keputusan Pembelian Konsumen Di Beta Audio Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Dalam ilmu komunikasi, bentuk strategi pemasaran seperti Word Of Mouth (WOM) termasuk dalam cakupan komunikasi bisnis terutama komunikasi pemasaran. Komunikasi pemasaran (marketing communication) dalam implementasi program strategi pemasaran merupakan tahapan proses atau langkah-langkah yang memegang peranan penting. Dalam hal ini, sebagus apapun rencana strategi pemasaran yang dirancang sesuai dengan kondisi dan posisi persaingan industrinya suatu produk, bila proses komunikasi pemasaran tidak dijalankan secara efektif dan efisien pasar sasaran (target market) tidak tahu bahwa produk yang dinginkan dan diminta konsumen beredar di pasar maka strategi pemasaran yang dirancang tidak akan berjalan sesuai rencana. Dalam penelitian ini peneliti mencoba menganalisis keefektifan salah satu bentuk strategi komunikasi pemasaran yakni Word Of Mouth (WOM) di era perkembangan teknologi informasi dan komunikasi saat ini. Word Of Mouth (WOM) merupakan strategi pemasaran konvensional yang banyak digunakan oleh berbagai produsen karena selain mengenalkan produk kepada konsumen pemasaran mulut ke mulut juga memberikan keyakinan bagi konsumen untuk melakukan pembelian. Pendekatan yang dilakukan dalam penelitian ini adalah penelitian dengan pendekatan kuantitatif. Adapun jenis penelitian ini termasuk dalam penelitian korelasional dengan metode analisis kuantitatif deskriptif-inferensial. Berdasarkan hasil analisis korelasi (hubungan) antara variabel Word of Mouth dengan variabel Keputusan Pembelian dengan menggunakan uji Korelasi diketahui bahwa terdapat hubungan signifikan antara Word of Mouth dengan variabel Keputusan Pembelian. Kemudian Berdasarkan hasil analisis hipotesis menggunakan rumus regresi diketahui bahwa skor jawaban responden terkait keputusan pembelian murni tanpa ada pengaruh dari variabel word of mouth (a) adalah sebesar 17,724. Kemudian dengan nilai koefisien Word of Mouth (b1) sebesar 0,791 berarti setiap peningkatan skor jawaban Word of Mouth atau penambahan variabel word of mouth dalam diri konsumen sebesar 1 satuan maka akan meningkatkan skor jawaban Keputusan Pembelian sebesar 0,791. Hal ini menunjukkan bahwa variabel word of mouth memiliki pengaruh cukup besar dalam mempengaruhi keputusan pembelian konsumen.
English Abstract
In communication science, a form of marketing strategy such as Word of Mouth (WOM) is included in the scope of business communication in marketing communications. Marketing communication (marketing communication) in the implementation of a marketing strategy program is a process step or steps that hold important. In this case, as good as any marketing strategy tailored to the conditions and position of its industrial competition is a product, if the marketing communication process is not executed effectively and efficiently the target market does not know which product is cool and asked the consumer in the market then the marketing strategy that will not fit the plan. The purpose of this research is to analyze the effectiveness of one form of marketing communication strategy of Word of Mouth (WOM) in the era of development of information and communication technology today. Word Of Mouth (WOM) is a marketing strategy that is widely used by various manufacturers because in addition to introducing products to consumers mouth-to-mouth marketing also provides confidence for consumers to make a purchase. The approach taken in this research is research with quantitative approach. The type of research is included in correlational research with descriptive-inferential quantitative analysis method. Based on the result of correlation analysis (relationship) between variable of Word of Mouth with variable of Purchase Decision by using Correlation test known that there is significant relation between Word of Mouth with variable of Purchasing Decision. Then Based on the results of hypothesis analysis using regression formula known that the score of respondents' answers related to purchasing decisions pure without any influence of variable word of mouth (a) is 17.724. Then with the value of Word of Mouth coefficient (b1) of 0.791 means any increase in Word of Mouth score score or the addition of variable word of mouth in the consumer for 1 unit then it will increase the answer score Purchase Decision by 0.791. This shows that word of mouth variables have a big influence in influencing consumer purchase decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/1201/051801812 |
| Uncontrolled Keywords: | Efektifitas Strategi Pemasaran, Word Of Mouth (WOM), Keputusan Pembelian Konsumen |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 11 Apr 2018 06:50 |
| Last Modified: | 08 Sep 2023 09:18 |
| URI: | http://repository.ub.ac.id/id/eprint/9363 |
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