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Scirj, Volume IX [2021]
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Scirj Volume IX, Issue X, October 2021 Edition
ISSN: 2201-2796

The Influence of Word-of-Mouth Marketing Strategy on Consumer Decisions to Use Land Transportation Services CV. Taxi Service 88 Kotamobagu

Agus Irianto Paputungan, Saldin Paputungan, Herry Mokoginta

Abstract: Word of Mouth is the act of consumers providing information to other consumers from one person to another (interpersonal), both brands, products and services. The purpose of this study was to determine the effect of word-of-mouth marketing strategy on consumer decisions in using transportation services on CV. Taxi Service 88 Kotamobagu. The research method used is a quantitative method. Data analysis techniques used, namely simple regression, simple correlation and hypothesis testing. The theory used is the opinion of experts regarding the notion of management, marketing, marketing management, promotion, communication and communication effectiveness, marketing communication, word of mouth, word of mouth marketing, indicators, services, service characteristics, consumer behavior, purchasing decision making, results The research shows that Word of mouth marketing variable and consumer decision variable in CV. Taxi Service 88 Kotamobagu there is an influence between the X variable on the Y variable. This is indicated by the positive calculation results and justified by hypothesis testing, where there is a unidirectional relationship / influence, between the variables of the influence of Word-of-mouth marketing (X) on consumer decisions on CV. Taxi Service 88 Kotamobagu. So the company is expected to further improve the quality of services. More focus on customer satisfaction. Maintain good name and quality to avoid negative word of mouth.

Reference this Paper: The Influence of Word-of-Mouth Marketing Strategy on Consumer Decisions to Use Land Transportation Services CV. Taxi Service 88 Kotamobagu by Agus Irianto Paputungan, Saldin Paputungan, Herry Mokoginta published at: "Scientific Research Journal (Scirj), Volume IX, Issue X, October 2021 Edition, Page 29-35 ".

Search Terms: Word Of Mouth, Marketing, Strategy

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