PENGARUH WORD OF MOUTH DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MEMILIH LAYANAN JASA TOUR DAN TRAVEL UMROH DI PT. AL-SHAFWAH WISATA MANDIRI SMARTS UMROH PALEMBANG.

FARKA, WIDRA RAHAYU and Sulastri, Sulastri and Shihab, Muchsin Saggaf (2023) PENGARUH WORD OF MOUTH DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MEMILIH LAYANAN JASA TOUR DAN TRAVEL UMROH DI PT. AL-SHAFWAH WISATA MANDIRI SMARTS UMROH PALEMBANG. Masters thesis, Sriwijaya University.

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Abstract

The purpose of this study was to examine the influence of word of mouth and brand image on consumer decisions in choosing Umrah tour and travel services at PT. Alshafwah Mandiri Tourism Smarts Umroh Palembang. The population in this study were all pilgrims who departed with Smarts Umroh Palembang travel. The sampling technique used in this study was random sampling method with inclusion criteria with a sample of 130 respondents. The results of multiple linear analysis show that word of mouth and brand image have a positive and significant impact on the consumer decisions of the Smarts Umroh Palembang pilgrims. Word of mouth, want to carry out promotions on by giving rewards to pilgrims who want to become agents by promoting Smarts Umroh travel service products and following promotional trends in order to expand consumer reach. Brand Image, it is hoped that Smarts Umroh will give coupons or even give free Umrah service products at an event, especially religious events so that Smarts Umroh travel is increasingly discussed by consumers and potential customers.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Word of Mouth, Citra Merek, Keputusan Konsumen
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD2350.8-2356 Large industry. Factory system. Big business H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5735-5746 Business records management
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Widra Rahayu Farka
Date Deposited:	21 Aug 2023 02:31
Last Modified:	21 Aug 2023 02:31
URI:	http://repository.unsri.ac.id/id/eprint/127478

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