Abstract
The development of technology had a great impact on the company in introducing or marketing their products to consumers, marketing has become the world's interest. They market of goods, services, property, people, places, events, information, ideas, and organizations. In order to maintain its position in the eyes of consumers, marketers strive to create an ideas and innovation that can attract the interest of market participants. The purpose of this research is done in order to examine the information of variable quality, assurance and responsiveness to the quality of relationships that affect consumer promotions lazada mouth to mouth in Semarang. This data research using questionnaires with a sample of 148 respondents in the city of Semarang. The sampling technique is to use probability sampling, with one of the methods used is purposive sampling. The data obtained and analyzed by Structural Equation Modeling (SEM) with AMOS application 21. The results of this study are: (1) the quality of information, assurance and responsiveness positive and significant impact on the quality of the relationship. (2) the quality of information, assurance, responsiveness and quality of the relationship positive and significant effect on word of mouth.
Highlights
The dynamics of increasingly fierce business competition requires businesses to think and act smart to be able to compete with competitors
One strategy that can be used by businesses that promotion through word of mouth (WOM)
As research has been done by Felix, (2017) which states that the responsiveness, assurance no effect on consumer intentions to make WOM, but there are differences in the results of research conducted by Liu and Lee (2016) which says that the responsiveness and assurance to create WOM
Summary
The dynamics of increasingly fierce business competition requires businesses to think and act smart to be able to compete with competitors. One strategy that can be used by businesses that promotion through word of mouth (WOM). Word of mouth can provide input for a brand used by businesses because often WOM made the most honest opinion and what their consumers. Research on word of mouth has been conducted by previous research, but there are still inconsistencies in the results of the research. As research has been done by Felix, (2017) which states that the responsiveness, assurance no effect on consumer intentions to make WOM, but there are differences in the results of research conducted by Liu and Lee (2016) which says that the responsiveness and assurance to create WOM. In others research about WOM still there are differences in the results of studies such as the study carried out by the sukia et al, (2016) which says that the quality of information has no effect on WOM, but there are differences in the results of research conducted by Hyuong and Hyunjoo (2011) which says that greatly affect the quality of information consumers to make WOM
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