PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA LEMBAGA KURSUS BAHASA INGGRIS, LANGUAGE AND CULTURAL EXCHANGE - Teti Bethesda Sagala (Jurnal Niaga & Bisnis (e-journal), 2015)
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Word Of Mouth Communication terhadap keputusan konsumen menggunakan jasa lembaga kursus Bahasa Inggris Language and Cultural Exchange (LCE) Medan.Aspek yang diteliti meliputi dua hal yakni Word Of Mouth Communication dan Keputusan Konsumen. Penelitian ini menggunakan metode asosiatif kuantitatif dengan populasi yang berjumlah 259 orang responden dan sampel berjumlah 72 orang responden dan teknik analisis yang digunakan adalah teknik korelasi dan regresi sederhana. Hasil Penelitian Menunjukkan Word Of Mouth Communication dan Keputusan Konsumen dalam menggunakan Jasa Lembaga Kursus Bahasa Inggris Language and Cultural Exchange (LCE) Medan adalah bahwa variabel bebas, yaitu word of mouth communication berpengaruh positif dan significant terhadap keputusan Konsumen dalam menggunakan Jasa Lembaga Kursus Bahasa Inggris Language and Cultural Exchange. Hasil Perhitungan Statistik nilai R Square sebesar 0.23 berarti sebesar 23% tingkat keputusan konsumen menggunakan jasa dapat dijelaskan oleh word of mouth communication dan sisanya 77% dijelaskan oleh variable lain yang tidak diteliti. Saran yang diberikan adalah supaya agar lebih dapat membaca kebutuhan pasar yang dinamis serta berusaha berkembang sesuai dengan kondisi pasar, agar Language and Cultural Exchange  dapat bertahan dalam persaingan.,sehingga word of mouth communication memiliki hubungan yangsemakin kuat dan positif terhadap tindakan pengguna jasa. Kata Kunci    :  Word Of Mouth Communication, Keputusan Konsumen  ABSTRACT This study aims to determine the effect of Word Of Mouth Communication on consumer decisions to use services agencies in English Language and Cultural Exchange (LCE) field. Aspects examined included two things that Word Of Mouth Communication and Consumer Decision. This study usesquantitativeassociativewitha population of259respondentsandthe sampleamounted to72respondentsand analysis techniquesused aresimplecorrelation and regressiontechniques. Research Shows Word Of Mouth Communication and Consumer Decision use Service Institute Courses in English Language and Cultural Exchange (LCE) field is that the independent variable, ie word of mouth communication positive and significant effect on the decision to use the services consumer English Language Institute Courses and Cultural Exchange. Calculation Results Statistics R Square value at 0.23 significant at 23% level of the consumer decision to use the service can be described by the word of mouth communication and the remaining 77% is explained by other variables not examined. Advice given is that in order to be able to read the needs of a dynamic market as well as trying to develop in accordance with market conditions, Language and Cultural Exchange in order to survive in the competition, So word of mouth communication has a stronger relationship and positive impact on the service user actions. Keywords : Word Of Mouth Communication, Consumer Decision