PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP LOYALITAS PELANGGAN PADA JASA TRAVEL MUARA WISATA TRAYEK LAMPUNG-JAKARTA

RIDUAN, - (2010) PENGARUH WORD OF MOUTH COMMUNICATION TERHADAP LOYALITAS PELANGGAN PADA JASA TRAVEL MUARA WISATA TRAYEK LAMPUNG-JAKARTA. Jurnal Bisnis Indonesia, 1 (2). 45 -55. ISSN 2087-2402

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    Abstract

    The research method is descriptive method with quantitative approach. Sample population in this study is the consumer services Travel Travel Muara BandarLampung Lampung Jakarta routes with a total sample of 45 respondents, thesampling technique to measure judgments sampling.Untuk object of this study,ordinal scale used in the studied variables. The scale is ordinal scale based on thesorted ranking of higher education to the lowest level or vice versa Methods of data analysis using simple regression analysis tool which is calculated by using SPSS13 software for Windows. Based on the results of determination 71.6% calculation shows the influence of WOMcommunication on strong customer loyalty. Value of these effects indicate that there are significant effects of WOM communication on customer loyalty, which means thatcustomer loyalty will be increased if they are positive WOM communication. Insteadof customer loyalty will decrease if negative WOM communication. While the restinfluenced by other factors such as brochures, and others were not examined by28.4%. Key words: WOM Communication, Consumer Loyalty

    Item Type: Article
    Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5415.32 Consumer Behavior
    Divisions: UPN Jatim Journal > Jurnal Bisnis Indonesia
    Depositing User: Users 8 not found.
    Date Deposited: 27 Oct 2014 14:59
    Last Modified: 27 Oct 2014 14:59
    URI: http://eprints.upnjatim.ac.id/id/eprint/6427

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