ANALISIS PENGARUH PEMASARAN DARI MULUT KE MULUT TERHADAP KEPUTUSAN BERKUNJUNG PEMUSTAKA DI PERPUSTAKAAN UMUM KABUPATEN BEKASI
Abstract
This research aims to determine the effect of word of mouth marketing with indicators of discussing, recommending and encouraging the decision to visit users. This research used correlational method with quantitative approach because it aims to find out the relationship between the two research variables. Research data obtained through interviews, questionnaires and literature study. The population in this research amounted to 2,359 people, and the sample amounted to 96 people. The sampling technique used was non-probability sampling with incidental sampling method. The results showed that the discussing indicator had an influence on the visiting decision with a correlation coefficient of 0.500, the recommending indicator had an influence on the visiting decision with a correlation coefficient of 0.497, the encouraging indicator had an influence on the visiting decision with a correlation coefficient of 0.573 and word of mouth marketing had an influence on the visiting decision users with correlation coefficient of 0.530 with a fairly strong relationship level. The conclusion is word of mouth marketing affects the decision to visit users at Bekasi Regency Public Library.
Downloads
References
Afriani, N., & Yunaldi, Y. (2012). Peranan Promosi Perpustakaan Terhadap Kunjungan Pemustaka di Perpustakaan Umum Kota Solok. Ilmu Informasi Perpustakaan Dan Kearsipan, 1(1), 9–16. Retrieved from http://ejournal.unp.ac.id/index.php/iipk/article/view/331
Harnoto, F. (2014). Strategi Kepuasan Pelanggan Dalam Mempertahankan Dan Meningkatkan Loyalitas Pelanggan. Jurnal Ekonomi Manajemen Dan Akuntansi, 21(36), 1–15. Retrieved from https://ejournal.stiedharmaputra-smg.ac.id/index.php
Hermawan, A. (2017). Pengaruh Word of Mouth Terhadap Minat Berkunjung Pemustaka pada Perpustakaan Daerah Salatiga. Lentera Pustaka, 3(1), 59–77. https://doi.org/10.47492/jip.v1i2.160
Juniffer, Y. L. C., & Yuliana. (2016). Pengaruh Promotion Mix Terhadap Keputusan Pembelian Konsumen di Artotel Butik Hotel Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 4(1), 265–273.
Kotler, Philip, & Armstrong, G. (2006). Prinsip-Prinsip Pemasaran (12th ed.). Jakarta: Penerbit Erlangga.
Kotler, Phillip, & Keller, K. L. (2012). Marketing Management (14th ed.; E. Svendsen, Ed.). New Jersey: Pearson Education, Inc.
Laroche, M., Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling Consumer Satisfaction and Word of Mouth: Restaurant Patronage in Korea. Journal of Services Marketing, 19(3), 133–139. https://doi.org/10.1108/08876040510596803
Mahendrayasa, A. C. (2013). Pengaruh Word of Mouth terhadap Minat Beli serta Dampaknya pada Keputusan Pembelian. 12(1), 1–7.
Mahyarni. (2013). Theory of Reasoned Action dan Theory of Planned Behavior (Sebuah Kajian Historis tentang Perilaku). Jurnal El-Riyasah, 4(1), 13–23. Retrieved from http://ejournal.uin-suska.ac.id/index.php/elriyasah/article/view/17/13%0Ask25
Maslihah, S. (2011). Prestasi Akademik Siswa Smpit Assyfa Boarding School. Psikologi Undip, 10(2), 103–114.
Noorika Retno Widuri. (2000). PEMASARAN JASA INFORMASI Dl PERPUSTAKAAN. Baca: Jurnal Dokumentasi Dan Informasi, 25(3–4), 68–72. https://doi.org/http://dx.doi.org/10.14203/j.baca.v25i3-4.77
Paulus, J. J. ., Bessie, J. L. ., & Kasim, A. (2015). Pengaruh Word of Mouth (WOM) Terhadap Keputusan Berkunjung Wisatawan di Kampung Adat Boti Kabupaten TTS. Journal of Management (SME’s), 1(1), 31–67. https://doi.org/10.4324/9781003125518-4
Sernovitz, A. (2012). What is Word Of Mouth Marketing. In Word of Mouth Marketing (pp. 3–36). Texas: Greenleaf Book Group Press.
Setyonegoro, A. (2013). Hakikat, Alasan, dan Tujuan Berbicara (Dasar Pembangun Kemampuan Berbicara Mahasiswa). Jurnal Pena, 3(1), 76.
Sibagariang, D. V. (2015). Analisis Pengaruh Word of Mouth Communication Terhadap Keputusan Konsumen Menggunakan Jasa Doorsmeer. (1), 7–37.
Zulkarnain. (2020). Undang-Undang 43 Tahun 2007 Tentang Perpustakaan. Retrieved from Dinas Perpustakaan dan Kearsipan Kalbar website: https://dpk.kalbarprov.go.id/undang-undang-43-tahun-2007-tentang-perpustakaan/
Copyright (c) 2023 Author and Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
1. Jurnal Pustaka Budaya is an electronic journal that freely available. Papers that submitted to this journal are published under the terms of the Creative Commons License. The terms of the license are:
- Attribution. The licensor permits others to copy, distribute, display, and perform the work. In return, licensees must give the original author credit.
- Noncommercial. Others permits to copy, distribute, display, and perform the work as long as not use the work for commercial purposes — unless they get the licensor's permission.
- No Derivative Works. The licensor permits others to copy, distribute, display and perform only unaltered copies of the work -- not derivative works based on it.
The full terms of the Creative Commons License please see at their Web site.
No claim on copyright is made by the publisher. Persons or publishers wishing to download a paper for whatever use (other than personal study) must contact the author for permission.
2. However, in submitting to Jurnal Pustaka Budaya, authors agree to their paper being published under the terms set out above.
3. It is assumed that, when an author submits a paper to Jurnal Pustaka Budaya, he or she is the legal copyright holder and no other claim to the copyright exists.
