PENGARUH KOMUNIKASI ‘WORD OF MOUTH’ TERHADAP MINAT ORANG TUA CALON SISWA BARU MEMILIH SD ISLAM TUGASKU

NOVITA, RITA (2015) PENGARUH KOMUNIKASI ‘WORD OF MOUTH’ TERHADAP MINAT ORANG TUA CALON SISWA BARU MEMILIH SD ISLAM TUGASKU. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study was to analyze the influence of 'Word Of Mouth' communication to the consumer (new parents ) purchase intention in choosing SD Islam Tugasku , as a place for their children to learn. This research applied quantitative research, and This was conducted using questionnaires, which involved 78 respondents. Testing data is using SPSS (Statistical Process Social Science), as well as the testing of this data also includes test validity by factor analysis (F – analysis) and reliability tests with Cronbach alpha. Classical assumption test using simple linear regression analysis, F test is applied to test and prove the research hypothesis. The data have been entered tested for validity using factor analysis and reliability were tested with cornbach alpha, where the result is all the questions in the questionnaire are valid and reliable. Word Of Mouth communications that occurs naturally due to the need to find a place of education for their children, the intention appears taking interest in the need to fulfill their curiosity in school program, the desire to enroll in school, and the intention to recommend the school to another party. The results of analysis and discussion shows that the communication 'Word Of Mouth' has significant influence (with a value of R square of 34,2 %) against the purchase intention in choosing SD Islam Tugasku for the place of their children to learn. Keywords: Communications 'Word Of Mouth' and purchase intention Penelitian ini adalah untuk mengetahui pengaruh komunikasi ‘Word Of Mouth’ terhadap minat calon orang tua siswa baru memilih SD Islam TUGASKU, sebagai tempat putra-putrinya bersekolah.Peneitian ini menggunakan pendekatan kuantitatif, dengan metode penyebaran kuesioner, yang melibatkan 78 responden. Pengujian data menggunakan SPSS (Statistical Process Social Science), serta pengujian data ini juga meliputi uji validitas dengan analisis faktor dan uji reliabilitas dengan cronbach alpha. Uji asumsi klasik menggunakan analisis regresi linear sederhana , uji F untuk menguji dan membuktikan hipotesis penelitian. Data yang telah di masukkan diuji validitas dengan menggunakan analisis faktor dan diuji reliabilitasnya dengan cornbach alpha, dimana hasilnya adalah semua pertanyaan dalam kuesioner valid dan reliabel. Komunikasi Word Of Mouth yang terjadi secara alamiah dikarenakan kebutuhan mencari tempat pendidikan bagi anak-anaknya , membawa minat beli berupa keingintahuan program, keinginan mendaftar di sekolah, dan keinginan merekomendasikan kembali sekolah kepada pihak lain. Hasil analisis dan pembahasan menunjukkan bahwa komunikasi ‘Word Of Mouth’ berpengaruh secara signifikan (dengan nilai R square sebesar 32,4 % ) terhadap minat orang tua calon siswa baru dalam memilih SD ISLAM TUGASKU. Kata kunci : Komunikasi ‘ Word Of Mouth’ dan Minat memilih Sekolah

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