THE EFFECT OF WORD OF MOUTH ON THE DECISION TO USE WEDDING ORGANIZER ELEVEN SERVICES IN MAKASSAR CITY

Alizar, Muhammad Arbi and Haeruddin, M. Ikhwan Maulana and Ruma, Zainal and Musa, Muh. Ichwan and Ali, Ahmad (2022) THE EFFECT OF WORD OF MOUTH ON THE DECISION TO USE WEDDING ORGANIZER ELEVEN SERVICES IN MAKASSAR CITY. International Journal of Humanities, Social Sciences and Business, 1 (3).

[img] Text
JURNAL+ARBI+ALIZAR.pdf
Download (682kB)
[img] Text
Turnitin_INJOSS_WordOfMouth.pdf
Download (1MB)
[img] Text (Peer Review)
WordOfMouth.pdf
Download (902kB)

Abstract

This study aims to determine how the influence of Word of Mouth on the decision to use Wedding Organizer Eleven services in Makassar City. The independent variable in this study is Word Of Mouth while the dependent variable is Purchase Decision. The population in this study are WO Eleven users. While the sample used is as many as 65 respondents. The sampling technique in this study was carried out using a simple random sample method (Simple Random Sampling method). Data collection was done by using a questionnaire. The data analysis technique used is simple linear regression analysis using SPSS 25.00 for Windows. The results showed that the results showed that the Word of Mouth variable had a significant influence on the consumer purchasing decision variables of Wedding Organizer Eleven. The value of the regression coefficient of the Word of Mouth variable (b) is positive at 0.621, which means that for every additional one unit of Word of Mouth value, the value of the purchase decision will increase by 0.621. The regression coefficient is positive, so it can be said that the direction of the influence of the X variable on Y is positive.

Item Type: Article
Subjects: FAKULTAS EKONOMI
FAKULTAS EKONOMI > Manajemen
KARYA ILMIAH DOSEN
Universitas Negeri Makassar > KARYA ILMIAH DOSEN
Divisions: KOLEKSI KARYA ILMIAH UPT PERPUSTAKAAN UNM MENURUT FAKULTAS > KARYA ILMIAH DOSEN
KARYA ILMIAH DOSEN
Depositing User: Dr. M. Ikhwan Maulana Haeruddin
Date Deposited: 02 May 2023 04:30
Last Modified: 02 May 2023 04:30
URI: http://eprints.unm.ac.id/id/eprint/27832

Actions (login required)

View Item View Item
Test Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.