Abstract
This research purpose is to analyze the effect of WOM, service equality, and price on purchasing decision of tour packages at PT Bola Emas Sumatera Travel in Medan. The phenomenon of increasing number of customer complaints in 2019, higher price of tour packages compared to competitors, and not achieving sales targets for several months are the background of research. Sampling method used was simple random sampling. Samples taken were 188 respondents. Analysis data method used is multiple linear regression analysis. The results show WOM and service quality partially don’t have positive effect partially and significant on purchasing decision of tour packages at PT Bola Emas Sumatera Travel. Price has negative effect partially and significant on purchasing decision of tour packages at PT Bola Emas Sumatra Travel. WOM, service equality, and price simultaneously have positive effect on the decision of purchasing tour packages at PT Bola Emas Sumatra Travel.
 Keywords : WOM; service equality; price; purchase decision
Highlights
This research purpose is to analyze the effect of WOM, service equality, and price on purchasing decision of tour packages at PT Bola Emas Sumatera Travel in Medan
The results show WOM and service quality partially don’t have positive effect partially and significant on purchasing decision of tour packages at PT Bola Emas Sumatera Travel
Harga.memiliki pengaruh.negatif secara parsial terhadap.keputusan.pembelian.paket.tour PT Bola Emas Sumatera Travel
Summary
Karakteristik yang terkumpul dirangkum dalam 5 jenis yaitu umur, tingkat pendidikan, jenis kelamin, dan frekuensi pembelian dalam 1 tahun. Data diatas menunjukan pelanggan.berumurnya paling dominan adalah responden umur 41-50.tahun.yaitu.berjumlah 55. Hal ini disebabkan rata-rata pelanggan PT Bola Emas Sumatera Travel merupakan kalangan dari pebisnis dan kebanyakan merupakan tamatan S1. Pelanggan yang jenis kelaminnya paling dominan adalah responden.bergender.laki-laki.berjumlah.[95] orang / 51%. Hal ini dikarenakan rata-rata yang memesan paket tour PT Bola Emas Sumatera Travel adalah para pebisnis yang didominasi oleh laki-laki. Hal tersebut dikarenakan pelanggan perempuan banyak melakukan pemesanan paket tour di tahun 2019. Pelanggan yang frekuensi pembelian dalam 1 tahun paling dominan adalah responden frekuensi pembelian 1-5x yaitu sejumlah 100 orang / 53%. Penelitian di PT Bola Emas Sumatera Travel yaitu variabel bebas (independent variabel) yang diamati terdiri atas WOM (X1), kualitas.jasa (X2), dan harga (X3).
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