PENGARUH WOM, KUALITAS JASA, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PAKET TOUR PT BOLAEMAS SUMATERA TRAVEL

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