PENGARUH HARGA, PROMOSI SOSIAL MEDIA, WORD OF MOUTH, CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PENGGUNAAN

Shely Diyah Ayu Oktavia, Dian Citaningtyas Ari Kadi

Abstract


This study aims to determine whether there is an Influence of Price, Social Media Promotion, Word of Mouth, Brand Image, and Service Quality on the Decision to Use Wedding Organizer Services (Case Study of Griya Rias Sriwedari Wedding Organizer in Madiun Regency). This research was conducted at Griya Rias Sriwerdari Wedding. The sample of this study was 100 respondents. This study uses a quantitative approach. The data collection technique was through a questionnaire distributed via Google Form to consumers of Griya Rias Sriwedari Wedding Organizer. The data analysis technique used was multiple regression analysis with the SPSS version 25 analysis tool. The results of this study indicate that Word of Mouth, Social Media Promotion, Brand Image, and Service Quality have a positive and significant effect on the decision to use, while the price variable does not affect the decision to use.


Full Text:

PDF

References


Afiyanti, S. N., Syaifulloh, M., & Mulyani, I. D. (2023). Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa Wedding Organizer Ratu Rias Sitanggal. Jurnal Manajemen Riset Inovasi (MRI), 1(4), 61–75. https://doi.org/10.55606/mri.v1i4.1817

Aini, K. A. (2020). Pengaruh Kualitas Pelayanan dan Promosi Online Terhadap Keputusan Penggunaan Jasa (Studi Kasus di R.A Wedding Lamongan). BIMA : Journal of Business and Innovation Management, 2(2), 185–199. https://doi.org/10.33752/bima.v2i2.5398

Ajzen, I. (1985). The theory of planned behaviour: Reactions and reflections.

Ependi, R. (2019). Pengaruh gaya hidup, kualitas produk, harga, dan citra merek terhadap keputusan pembelian produk sepatu futsal Specs. Eprint.Stieww.Ac.Id.

Fadhila, R. (2013). Analisis Pengaruh Word of Mouth, Kualitas Layanan, Kualitas Produk, Dan Lokasi Terhadap Keputusan Pembelian Konsumen. Universitas Diponegoro, 1–78.

Kotler, & Amstrong. (2008). Prinsip-Prinsip Pemasaran: Vol. 12 Jilid 1. Erlangga.

Kotler, P., & Armstrong, G. (2001). Principi di marketing. Isedi.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.

Lupiyoadi, R., & Hamdani, A. (2009). Manajemen Pemasaran Jasa. Salemba empat.

Wahyuni, R. C., & Waloejo, H. D. (2020). Pengaruh Kualitas Pelayanan, Harga, Dan Citra Perusahaan Terhadap Keputusan Penggunaan Jasa Pt Pos Indonesia (Persero) Kantor Pos Semarang. Jurnal Ilmu Administrasi Bisnis, 9(1), 349–356. https://doi.org/10.14710/jiab.2020.26438


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun