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PENGARUH WORD OF MOUTH, CITRA DESTINASI DAN BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN DALAM MEMILIH LEMBAGA KURSUS BAHASA ARAB DI KOTA PARE - KEDIRI

Muhammad Dian Ruhamak, Afif Nur Rahmadi

Abstract

This study aims to determine how much influence word of mouth, destination image and brand image have on consumer decisions. The population in this study were consumers, namely students who carried out Arabic language courses in the city of Pare, Kediri, as many as 81 respondents, because the population was less than 100, all of them were taken so this research is also called a census research. Sampling using non-probability sampling techniques. Data collection techniques used interviews, literature studies and questionnaires, while for data analysis using the validity and reliability of the questionnaire items, multiple linear regression analysis and proving hypotheses and drawing conclusions, were used, partial hypothesis testing with T test, simultaneous hypothesis testing with F test and the coefficient of determination. The test results show that Word of Mouth has a significant effect on consumer decisions, as evidenced by the results of sig.0.007 <0.05 and t count (2.772)> t table (1.98). Destination image has a significant effect on Consumer Decisions, as evidenced by the results of sig.0.002 <0.05 and t arithmetic (3.183)> t table (1.98). Brand Image has an effect on Consumer Decisions, as evidenced by the results with sig. 000 <0.05 and t count (9,517)> t table (1.98). Brand Image has the most dominant influence on Consumer Decisions, as evidenced by the results of the greatest calculation value of the other variables.

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh word of mouth, citra destinasi dan brand image terhadap keputusan konsumen. Populasi dalam penelitian ini adalah konsumen yaitu pelajar yang melaksanakan kegiatan kursus Bahasa arab di kota pare kabupaten Kediri sejumlah 81 orang responden, oleh karena jumlah populasi kurang dari 100 maka diambil seluruhnya sehingga penelitian ini juga disebut sebagai penelitian sensus. Pengambilan sampel menggunakan teknik non-probability sampling. Teknik pengumpulan data menggunakan wawancara, studi pustaka serta kuesioner, sedangkan untuk analisis data menggunakan uji validitas dan reliabilitas item kuesioner, analisis regresi linear berganda dan pembuktian hipotesis dan penarikan kesimpulan, digunakan, uji hipotesis secara parsial dengan Uji T, hipotesis secara simultan dengan Uji F serta koefisien determinasi. Hasil pengujian menunjukkan bahwa Word of Mouth berpengaruh signifikan terhadap Keputusan Konsumen, dibuktikan dengan hasil sig.0,007< 0,05 dan t hitung (2,772)> t table (1,98). Citra destinasi berpengaruh signifikan terhadap Keputusan Konsumen, dibuktikan dengan hasil sig.0,002<0,05 dan t hitung(3,183)>t tabel(1,98). Brand Image berpengaruh terhadap Keputusan Konsumen, dibuktikan dengan hasil dengan sig.0,000<0,05 dan t hitung(9,517)>t table (1,98). Brand Image berpengaruh paling dominan terhadap Keputusan Konsumen, dibuktikan dengan hasil nilai perhitungan yang paling besar dari variabel lainnya.

Keywords

Word of Mouth; Destination Image; Brand Image; Consumer Decision

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DOI: 10.21043/equilibrium.v7i1.8066