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Ali, Karnila
UNIVERSITAS MUHAMMADIYAH METRO
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Journal : Jurnal Manajemen dan Bisnis (JMB)

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Pengaruh Promosi Melalui Media Sosial Dan Word Of Mouth Terhadap Keputusan Konsumen Memilih Wedding Organizer (Studi Pada Konsumen Art Project Lampung di Kecamatan Trimurjo Lampung Tengah) Karnila Ali
Jurnal Manajemen dan Bisnis (JMB) Vol 1, No 2 (2020)
Publisher : Universitas Mitra Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57084/jmb.v1i2.453

Abstract

AbstractThis type of research is quantitative and in this study uses descriptive analysis. Method to collect data in the field is by taking a sample of a population of 60 respondents in Lampung Art Project consumers. The requirements analysis test uses normality test, linearity test and homogeneity test. Testing the analysis model using multiple regression, partial test (t-test), simultaneous test (F-test), and coefficient of determination (R2), and statistical hypothesis test. Based on the results of research with multiple linear regression analysis with t-test obtained promotion  through  social  media  has  a  positive  and  significant  effect  on consumers’ decision to choose a wedding organizer, while word of mouth has a positive and not significant effect on consumers' decision to choose a wedding organizer. From the F-test obtained promotion through social media and word of mouth simultaneously give significant influence on the decision of consumers to choose a wedding organizer.Keywords : Promotion through Social Media, Word of Mouth, Consumer Decisions
Co-Authors Afdal Mazni Agustian, Didiek Wijaya Alfandi, Ashari Mahendra Amelia, Shinta Anak Agung Gede Sugianthara Andina Pramesti Awalia Andriyani Dwi Puspitasari Angelica, Aulia Antono, Akbar Dwi Aprilawati, Niputu Irma Ardiansyah Japlani, Ardiansyah awalia, andina pramesti Azyasa, Mutiara Wika Azzahra, Merissa Bambang Suhada Bambang T Tri Saputra Dani Anggoro Darmayanti, Elmira Febri Dick Ratna Sari Didiek Wijaya Agustian Dina Fitriani Dinda Fali Rifan Elita Herdiana Elli Fitriyani Fahmi Andi Ningrum Faiz Dwi Nugroho Febiyanto Febriyanto Febriyanto Febriyanto FIKA MUDRIKAH Fitriani Fitriani Fitri Fitriani Fitriani Fitriani Fitriani Ganis Delvia Gustin Padwa Sari, Gustin Padwa I Gusti Bagus Wiksuana Istiqomah, Nur Ayu Jati Imantoro Jati Imantoro Jati Imantoro, Jati Jawoto Nusantoro Jawoto Nusantoro Lelawati, Nina Maharani, Nur Muhammad Anif Afandi Muharomi, Wungu Mutiara Wika Azyaza Naelia Zaini Nani Septiana Nasikah, Durotun Nedi Hendri Nina Lelawati Nur Wahyu Ningsih Nuraini Nuraini Nurul Fitriani Oktaviani, Leni Prabowo, Bob Ardi Pradipta, Reyhan Singgih Rahmah Dianti Putri Ramadani, Nafa Wulan Rangga Aditya Raniana, Vina Reza Gunarti Rizki Iza Maulana Rolia, Eva Rosid, Andiana Rosydalina Putri Sahputra, Bagus Surya Saputra, Bambang T Tri Sari, Ida Yunita Septiana, Nani Shella Rintia Siti Khoiroh Sobri, Rian Mochammad Sri Retnaning Rahayu Sri Retnaning Rahayu, Sri Retnaning Sugiyarto Sugiyarto Suharto Suharto Suwarto Suwarto Suyanto Suyanto Suyanto Suyanto Theo, Ahmad Hadi Utami, Agustina Surya Wuri, Sela Prela Yenca Tasya Vara Renca Zuhroh, Zerina Amalia