PENGARUH KOMUNIKASI DARI MULUT KE MULUT (WORD OF MOUTH) DAN EKUITAS MEREK (BRAND EQUITY) TERHADAP NIAT MEMILIH BIMBINGAN BELAJAR GANESHA OPERATION DI KABUPATEN BOYOLALI TAHUN 2017

Abstract

ABSTRACT

 Septia Ari  Ningtyas.  THE  EFFECT  OF  WORD  OF  MOUTH  COMMUNICATION AND BRAND EQUITY ON INTENTION TO CHOOSE GANESHA OPERATION GUIDANCE LEARNING IN BOYOLALI REGENCY, 2017. Thesis Surakarta: Teacher Training and Education Faculty of Sebelas Maret University. January 2018.

The purpose of this study (1) to know the influence between word of mouth communication on attitude toward. (2) to know the influence of word of mouth communication on  subjective norm.  (3) to  know  the effect  of  word  of  mouth  communication  on  perceived behavior. (4) to know the effect of brand equity on attitude toward. (5) to know the effect of brand equity on subjective norms. (6) to know the influence between brand equity on perceived behavior control. (7) to know the effect of attitude toward on intention to choose. (8) to know the influence between subjective norms on intention to choose. (9) to know the influence between perceived behavior control on intention to choose

The subject of this study is the high school students of Ganesha Operation Boyolali guidance learning as much as 69 students. In this study used quantitative method. The data collection is used questionnaire. Data analysis technique used is model Structural Equation Modeling (SEM).

The result of this research (1) word of mouth communication have positive and significant effect on attitude toward (2) word of mouth communication have positive and significant influence on subjective norms (3) word of mouth communication have positive and significant  influence  on  perceived  behavior  control  (4)  brand  equity  has  a  positive  and significant influence on attitude toward (5) brand equity has a positive and significant influence on subjective norms (6) brand equity has positive and significant effect on perceived behavior control (7) attitude toward positive and significant effect on intention to choose (8) subjective norms have a positive and significant influence on the intention to choose (9) perceived behavior control has positive and significant effect on intention to choose.

ABSTRAK

Septia Ari Ningtyas. PENGARUH KOMUNIKASI DARI MULUT KE MULUT (WORD OF MOUTH) DAN EKUITAS MEREK (BRAND EQUITY) TERHADAP NIAT MEMILIH BIMBINGAN BELAJAR GANESHA OPERATION DI KABUPATEN BOYOLALI TAHUN 2017. Skripsi Surakarta: Fakultas Keguruan Dan Ilmu Pendidikan Universitas Sebelas Maret. Januari 2018.

Tujuan dari penelitian ini (1) mengetahui pengaruh antara komunikasi dari mulut ke mulut terhadap attitude toward. (2) mengetahui pengaruh antara komunikasi dari mulut ke mulut terhadap subjective norms. (3) mengetahui pengaruh antara komunikasi dari mulut ke mulut terhadap perceived behavior control. (4) mengetahui pengaruh antara ekuitas merek terhadap attitude toward. (5) mengetahui pengaruh antara ekuitas merek terhadap subjective norms. (6) mengetahui pengaruh antara ekuitas merek terhadap perceived behavior control. (7) mengetahui pengaruh  antara  attitude  toward  terhadap  niat  memilih.  (8)  mengetahui  pengaruh  antara subjective norms terhadap niat memilih. (9) mengetahui pengaruh antara perceived behavior control terhadap niat memilih.

Subyek Penelitian ini adalah siswa SMA pengguna jasa bimbingan belajar Ganesha Operation Boyolali sebanyak 69 siswa. Dalam penelitian ini digunakan metode kuantitatif. Pengumpulan data digunakan kuesioner. Teknik analisis data yang digunakan adalah model Structural Equation Modelling (SEM).

Hasil dari penelitian ini (1) komunikasi dari mulut ke mulut berpengaruh positif dan signifikan terhadap attitude toward (2) komunikasi dari mulut ke mulut berpengaruh positif dan signifikan terhadap subjective norms (3) komunikasi dari mulut ke mulut berpengaruh positif dan signifikan terhadap perceived behavior control (4) ekuitas merek berpengaruh positif dan signifikan  terhadap  attitude  toward  (5)  ekuitas  merek  berpengaruh  positif  dan  signifikan terhadap subjective norms (6) ekuitas merek berpengaruh positif dan signifikan terhadap perceived behavior control (7) attitude toward  berpengaruh positif dan signifikan terhadap niat memilih (8) subjective norms berpengaruh positif dan signifikan terhadap niat memilih (9) perceived behavior control berpengaruh positif dan signifikan terhadap niat memilih.