ANALISIS PENGARUH PEMASARAN DARI MULUT KE MULUT TERHADAP KEPUTUSAN BERKUNJUNG PEMUSTAKA DI PERPUSTAKAAN UMUM KABUPATEN BEKASI

Jurnal Pustaka Budaya Pub Date : 2023-01-04 DOI:10.31849/pb.v10i1.10394

Apryan Fajar Gumelar, Neneng Komariah, Nuning Kurniasih

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Abstract

This research aims to determine the effect of word of mouth marketing with indicators of discussing, recommending and encouraging the decision to visit users. This research used correlational method with quantitative approach because it aims to find out the relationship between the two research variables. Research data obtained through interviews, questionnaires and literature study. The population in this research amounted to 2,359 people, and the sample amounted to 96 people. The sampling technique used was non-probability sampling with incidental sampling method. The results showed that the discussing indicator had an influence on the visiting decision with a correlation coefficient of 0.500, the recommending indicator had an influence on the visiting decision with a correlation coefficient of 0.497, the encouraging indicator had an influence on the visiting decision with a correlation coefficient of 0.573 and word of mouth marketing had an influence on the visiting decision users with correlation coefficient of 0.530 with a fairly strong relationship level. The conclusion is word of mouth marketing affects the decision to visit users at Bekasi Regency Public Library.

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分析口碑营销对勿加泗地区公共图书馆读者访问决策的影响

本研究旨在通过讨论、推荐和鼓励访问用户的决策指标来确定口碑营销的效果。本研究采用了定量分析的相关分析方法，旨在找出两个研究变量之间的关系。研究数据通过访谈、问卷调查和文献研究获得。本次研究的总人数为2359人，样本人数为96人。抽样技术采用非概率抽样和附带抽样方法。结果表明:讨论指标对参访决策的影响相关系数为0.500，推荐指标对参访决策的影响相关系数为0.497;鼓励性指标对访问决策的影响相关系数为0.573，口碑营销对访问决策用户的影响相关系数为0.530，关系水平较强。结论是，口碑营销影响了访问贝卡西摄政公共图书馆用户的决定。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Pustaka Budaya

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