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

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.