PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN SANTRI MEMILIH PONDOK PESANTREN (SURVEY PADA PONDOK PESANTREN ANWAR FUTUHIYYAH YOGYAKARTA)

MUFTI ULIL AZMI IHWANI , NIM. 09730020 (2014) PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN SANTRI MEMILIH PONDOK PESANTREN (SURVEY PADA PONDOK PESANTREN ANWAR FUTUHIYYAH YOGYAKARTA). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

Marketing is a business which does not require a capital. However, one thing that must be able to be owned is skills for running the business, besides communication plays an important role to increase sales. The communication can assist the consumers in making the purchasing decisions, because the customers know the things from the information. Marketing campaigns that rely on personal power to spread information by word of mouth is adopted by PP. Anwar Futuhiyyah. Here, people will be clearer and more familiar about the presence of the Islamic boarding school, and will gain the confidence. A loyalty of a customer who occurs after feeling satisfied towards the product or service shows that he/ she is at a level of emotional satisfaction implicitly. This emotional satisfaction results word of mouth and it is expected to promote and recommend to the other consumers. The purpose of this study is to determine how much the influences of word of mouth on the decision process of election either partially or simultaneously. This study uses quantitative data collection techniques as the basis of the method (explanatory research). The data are analyzed by using a simple linear regression which assumes that the variables have normally distributed data. From the results of simple linear regression analysis is obtained that Y = 0.717 + 0.860 X, and values of R or R Multiple simultaneous test results 0.432 or 43.2% , while the rest is 0.568 or 56.8% and it is influenced by the other variables from outside of this study.

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