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

Heny Taslimah, NIM.: 15730017 (2022) PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN SANTRI MEMILIH PONDOK PESANTREN (SURVEY PADA PONDOK PESANTREN WAHID HASYIM YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Marketing is a basic activity that needs to be carried out by a company, be it a goods or service company in an effort to maintain the viability of its business. One way of marketing an effective and efficient good or service is through the word of mouth communication process, most people tend to believe more in word of mouth marketing than any promotional method that is more formal in nature. The purpose of this study was to determine the amount of influence of word of mouth communication on the decision of students to choose islamic boarding schools (survey at Wahid Hasyim Islamic boarding school Yogyakarta). The research method used is a quantitative research method. Data collection in this study was using questionnaires, then questionnaires were distributed to student students totaling 68 samples of respondents. The results of this study showed that the independent variable X (word of mouth communication) had a contribution influence of 30.7% on the dependent variable Y (the decision of students to choose), while the remaining 69.3% was caused by other factors. Furthermore, a significant result of 0.000 is smaller than (< 0.05), it can be concluded that H0 is rejected and H1 is accepted. This means that there is a significant influence between the influence of the value of mouth communication on the decision of students in choosing islamic boarding schools.

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