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Riofita, Hendra
Universitas PGRI Yogyakarta
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Pengaruh Iklan dan Word of Mouth terhadap Niat Konsumen (Studi Kasus pada Fakultas Ekonomi Universitas PGRI Yogyakarta) Riofita, Hendra
Akmenika Vol 10, No 2 (2013): AKMENIKA
Publisher : Universitas PGRI Yogyakarta

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Abstract

The objective of this research was to know the influences of advertising and Word Of Mouth (WOM) toward customer motive to buy service products of education of FE UPY. Population for this research were all prospects coming into registration room of FE UPYgetting information about FE UPY from advertising and other people. Total of samples was 50 persons taken randomly by using convenience sampling method. For this research, the researcher developed 2 analyses namely: using multiple linear regression and determination coefficient on the 1st step and using simple linear regression and determination coefficient on the 2nd step. The result of research showed that advertising and WOM influenced customer motivestrongly to buy service products of FE UPY and advertising influenced WOM strongly enough toward service products of education of FE UPY.
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