The Effect of Word of Mouth on the Decision to Use Wedding Organizer ELEVEN Services in Makassar City

Authors

  • Muhammad Arbi Alizar Program Studi Manajemen, Fakultas Ekonomi, Universitas Negeri Makassar, Indonesia
  • Ikhwan Maulana Haeruddin Program Studi Manajemen, Fakultas Ekonomi, Universitas Negeri Makassar, Indonesia
  • Zainal Ruma Program Studi Manajemen, Fakultas Ekonomi, Universitas Negeri Makassar, Indonesia
  • Ichwan Musa Program Studi Manajemen, Fakultas Ekonomi, Universitas Negeri Makassar, Indonesia
  • Ahmad Ali Program Studi Manajemen, Fakultas Ekonomi, Universitas Negeri Makassar, Indonesia

DOI:

https://doi.org/10.54443/injoss.v1i3.37

Keywords:

Purchase Decision, Word of Mouth

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

References

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Joesyiana, K. (2018). Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Media Online Shop Shopee Di Pekanbaru (Survey pada Mahasiswa Semester VII Jurusan Pendidikan Akuntansi Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Riau).

Kotler & Keller. (2007). Manajemen Pemasaran. Jilid 1.Alih Bahasa oleh Benyamin Molan.Edisi 12. Jakarta: PT Indeks.

Kotler, P dan Armstrong, G. (2010). Principles of Marketing. Edisi 13. United States of America : Pearson.

Repie, F. A. (2020). PENGARUH KOMUNIKASI WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN FAMOUZ CREATION EVENT ORGANIZER (Doctoral dissertation, Unika Soegijapranata Semarang).

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Published

2022-10-31

How to Cite

Arbi Alizar, M. ., Maulana Haeruddin, I. ., Ruma, Z. ., Musa, I. ., & Ali, A. . (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 (INJOSS), 1(3), 360–365. https://doi.org/10.54443/injoss.v1i3.37

Issue

Vol. 1 No. 3 (2022): SEPTEMBER

Section

Articles

License

Copyright (c) 2022 Muhammad Arbi Alizar, Ikhwan Maulana Haeruddin, Zainal Ruma, Ichwan Musa, Ahmad Ali

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.