PENGARUH PENGARUH WORD OF MOUTH DAN CUSTOMER COMMUNITY TERHADAP ENERGI MARKETING PADA A SALON & SPA DI KABUPATEN BADUNG TAHUN 2013

Abstract

Penelitian ini bertujuan untuk mengetahui (1) pengaruh word of mouth dan customer community secara parsial terhadap energi marketing (2) pengaruh word of mouth dan customer community secara simultan terhadap energi marketing. Penelitian ini menggunakan desain penelitian kausal dengan responden sebanyak 100 orang. Data dikumpulkan dengan metode dokumentasi dan kuisioner, yang selanjutnya dianalisis dengan analisis regresi berganda menggunakan SPSS 16.0 for windows yang meliputi uji t dan uji F. Hasil penelitian ini menunjukkan; (1) word of mouth berpengaruh signifikan terhadap energi marketing pada A Salon & Spa di Kabupaten Badung Tahun 2013, hal tersebut ditunjukan dari nilai thitung = 15,733 > ttabel = 1,98472 atau p-value = 0.000 < α = 0.05, (2) customer community berpengaruh signifikan terhadap energi marketing, hal tersebut ditunjukan dari nilai thitung = 2,056 > ttabel = 1,98472 atau p-value = 0.042 < α = 0.05, (3) word of mouth dan customer community berpengaruh signifikan secara simultan terhadap energi marketing, hal tersebut ditunjukan dari nilai Fhitung = 125,150 > Ftabel = 3,09 atau p-value = 0.000 < α = 0,05. Hasil analisis koefesien determinasi diperoleh 0,721, hal ini berarti energy marketing dipengaruhi oleh word of outh dan customer community sebesar 72,1%, sisanya sebesar 27,9% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini.
Kata Kunci : customer community, energi marketing, word of mouth

Abstrack This study aims to determine (1) the effect of word of mouth and customer community has partially toward marketing energy, (2) the effect of word of mouth and customer community has simultan toward marketing energy. This study used a causal research design with 100 people as respondents. The data were collected by documentation and questionnaires methods and then analyzed by multiple regression analysis using SPSS 16.0 for Windows which includes t test and F test. The results of this study show; (1) word of mouth significant effect on marketing energy at A salon & spa in Badung regency in 2013, it is indicated from the value of t = 15,733 > table = 1,98472 or p-value = 0.000 <α = 0.05 (2) customer community has significant effect on marketing energy, it is indicated from the value of t =2,056 > table = 1,98472 or p-value = 0.042 <α = 0.05 level (3) word of mouth and customer community has significant effect simultaneously on marketing energy, it is indicated from the value of F =125,150 > F = 3,09 or p-value = 0.000 <α = 0.05. The results of the coefficient of determination analysis was 0,721, it means that the percentage effect of the simultaneously is 72,1% and about 27,9% effected by the other factor that don’t knew in this study.
keyword : customer community, marketing energy, word of mouth