Pengaruh Word of Mouth (Talkers and Tools) Terhadap Keputusan Menggunakan Pelayanan Jasa GO-JEK

Abstract

The purpose of this study was to analyze effect of WOM-Talkers of online transportation on using service of Go-Jek; to analyze effect of WOM-Tools of online transportation on using service of Go-Jek; and to analyze effect of word of mouth (WOM-Talkers and WOM-Tools) for taking decision on using service of Go-Jek. The data were collected from 384 respondents who has ever used Go-Jek for one years. The result of the study showed that (1) WOM-Talkers is positive and significant impact for taking decision on using service of Go-Jek; (2) WOM-Tools is positive and significant impact for taking decision on using service of Go-Jek; and (3) WOM-Talkers and WOM-Tools are stimultaneously have positive and significant for taking decision on using service of Go-Jek. The value of adjusted R Square indicators was 47.4%. Penelitian ini bertujuan untuk menganalisis pengaruh WOM-Talkers terhadap pengambilan keputusan penggunaan jasa transportasi online Go-Jek di Kota Padang, menganalisis pengaruh WOM-Tools terhadap pengambilan keputusan penggunaan jasa transportasi online Go-Jek di Kota Padang, dan menganalisis pengaruh WOM-Talkers dan WOM-Tools secara bersama-sama terhadap pengambilan keputusan penggunaan jasa transportasi online Go-Jek di Kota Padang. Penelitian ini melibatkan 384 responden yang pernah menggunakan Go-Jek selama 1 tahun. Hasil yang diperoleh dari penelitian adalah (1) WOM-Talkers berpengaruh positif dan signifikan terhadap keputusan pembelian; (2) WOM-Tools berpengaruh positif dan signifikan terhadap keputusan pembelian; dan (3) WOM-Talkers dan WOM-Tools mampu menjelaskan pengaruhnya terhadap Keputusan Pembelian sebesar 47.4%.