Pengaruh Word of Mouth terhadap Keputusan Menggunakan Jasa Wedding Photography dan Videography Production House Elok Moments

Abstract

Abstract. Elok Moments is engaged in wedding photography & videography. Elok moments aims to make a beautiful story journal story between a person or two people in an important event such as recitation and traditional events (matrimony ceremony), engagement, pre/post wedding, wedding or commonly referred to as wedding photography & videography. One form of marketing conducted by Elok Moments is “word of mouth†activities. Word of mouth is an important part of marketing considering that communication in “word of mouth†could take effect on the consumer decision on purchasing. The purpose of this study was to determine the effect of “word of mouth†through talkers, topics, tools, taking part and tracking on the decision to use wedding photography and videography Production House Elok Moments services. The theory used is communication theory, word of mouth theory from Syriac & Sernovitz, Purchase Decision Theory from Kotler & Armstrong. This study, the author uses a quantitative method with descriptive research approach and verification analysis. The population is 38 people. The sample uses non probability sampling as many as 38 people. Data collection techniques are carried out through questionnaires, observation, interviews, and literature. Data analysis techniques used multivariate analysis, multivariate multiple linear regression analysis. The results of word of mouth research through talkers, topics, tools, taking parts and tracking have an effect on the use decisions based on hypothesis testing.

Keywords: Communication Theory, Word of Mouth Theory, Purchase Decision Theory, Elok Moments, Wedding Photography & Videography

Abstrak. Elok Moments sendiri bergerak dibidang wedding photography & videography. Elok moments bertujuan untuk membuat suatu kisah jurnal cerita yang indah antara seseorang atau dua orang dalam suatu acara penting seperti pengajian dan acara adat (traditional/matrimony ceremony), lamaran (engagement) pre/post wedding (sesudah/sebelum pernikahan), wedding (pernikahan) atau biasa dibilang sebagai wedding photography & videography. Salah satu bentuk pemasaran yang dilakukan Elok Moments adalah dengan kegiatan word of mouth. Word of mouth menjadi bagian penting dalam pemasaran mengingat bahwa komunikasi dalam word of mouth mampu mempengaruhi keputusan pembelian konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh word of mouth melalui talkers, topics, tools, taking part dan tracking terhadap keputusan penggunaan jasa wedding photography dan videography Production House Elok Moments. Teori yang digunakan adalah Teori komunikasi, Teori word of mouth dari Suryani & Sernovitz, Teori Keputusan Pembelian dari Kotler & Amstrong. Penelitian ini, penulis menggunakan metode kuantitatif dengan pendekatan penelitiandeskriptif dan analisis verifikatif. Populasi berjumlah 38 orang. Sampel menggunakan non probability sampling sebanyak 38 orang. Teknik pengumpulan data dilakukan melalui kuesioner, observasi, wawancara, dan studi pustaka. Teknik analisis data menggunakan analisis multivariate, analisis multivariate regresi linear berganda. Hasil penelitian word of mouth melalui talkers, topics, tools, taking part dan tracking berpengaruh terhadap keputusan penggunaan berdasrkan uji hipotesis.

Kata Kunci: Teori Komunikasi, Teori Word Of Mouth, Teori Keputusan Pembelian, Elok Moments, Wedding Fotografi & Videografi