ABSTRAK

PERANAN “WORD OF MOUTH” TERHADAP KEPERCAYAAN KONSUMEN PADA JASA STUDIO PHOTO A DI BANJARBARU

Ema Septyandani

Penelitian ini bertujuan untuk mengetahui sejauh mana peranan “word of mouth” terhadap kepercayaan konsumen pada jasa studio photo A di Banjarbaru. Word of mouth, merupakan komunikasi lisan, tertulis, dan elektronik antar masyarakat yang berhubungan dengan keunggulan dan pengalaman membeli atau menggunakan produk atau jasa. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan rancangan penelitian jenis regresi linier sederhana. Teknik purposive yang digunakan purposive sampling, sehingga diperoleh 40 orang subjek sesuai dengan kriteria tertentu. Hasil uji hipotesis menggunakan analisis uji regresi linier sederhana yang menunjukkan bahwa terdapat peranan word of mouth terhadap kepercayaan konsumen di studio photo A di Banjarbaru sebesar 13,7%.

Kata kunci : word of mouth, kepercayaan konsumen, studio photo

ABSTRACT

THE ROLE OF "WORD OF MOUTH" TOWARDS CONSUMER CONFIDENCE IN THE SERVICE OF PHOTO STUDIO A IN BANJARBARU

Ema Septyandani

The purpose of this study was to find out the extent of the role of "word of mouth" towards consumer confidence in the service of photo studio A in Banjarbaru. Word of mouth is oral, written or electronic communication among people relating to the customer experiences of purchasing or using products or services. A quantitative research approach with a simple linear regression design was used in the study. A purposive sampling was used as the sampling technique, so 40 subjects were selected according to certain criteria. The result of the hypothesis test using the simple linear regression analysis showed that there was a role of word of mouth towards consumer confidence in photo studio A in Banjarbaru by 13.7%.

Keywords: word of mouth, consumer confidence, photo studio