CD Skripsi

Pengaruh Komunikasi Word Of Mouth Dan Personal Selling Terhadap Keputusan Melakukan Simpan Pinjam Di Bumdes Seroja Kabupaten Kuantan Singingi

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ABSTRACT
THE EFFECT OF WORD OF MOUTH COMMUNICATION AND PERSONAL SELLING ON DECISIONS TO DO SAVINGS AND LOANS IN BUMDES SEROJA KUANTAN SINGINGI DISTRICT
By: Anisa Vebriyanti Solehah
Counselor : Dr. Rumyeni, S.Sos, M.Sc.
Word of mouth communication is personal communication about a product between target buyers and neighbors, friends, family members, and colleagues. Personal selling is an oral presentation by a company or institution to one or potential customers with the aim of selling the goods or services offered. Marketing communication within an institution such as BUMDes is an important aspect of the overall content of marketing. Word of mouth communication and personal selling can influence someone in making savings and loans at BUMDes. Everyone's savings and loan decisions are different, this can be analyzed through the concept of stimulus-response theory. This study aims to find out how much influence word of mouth communication and personal selling have on the decision to make savings and loans among customers at village-owned enterprises (BUMDes) Seroja, Kuantan Singingi district.
This study uses explanative quantitative methods. The data collection was carried out by distributing questionnaires to 150 respondents to BUMDes seroja marsawa village customers, both active and non-active respondents. The sampling technique in this study used a random sampling technique that is said to be simple (simple) because the sample members from the population were taken randomly without regard to the strata in the population. Data analysis used multiple linear regression and test the coefficient of determination in the SPSS 23 for windows program.
The results of the study with the SPSS test, the word of mouth partial test has a t value of 7,492 with a significant level of 0.000. The significant value set is 0.05. From this it can be concluded that Ha1 is accepted. The personal selling partial test has a t value of 4.54 with a significant level of 0.000. It can be concluded that Ha2 is accepted. While the simultaneous test of the independent variable word of mouth and personal selling simultaneously influences the independent variable of the savings and loan decision from the sig value. = 0.000 means

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1801111320

Penerbit

Pekanbaru : Universitas Riau - FISIP - Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1801111320

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

tethi

Versi lain/terkait

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