FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMAKAI JASA INDIHOME DI LUMAJANG

Lukiana, Ninik (2018) FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMAKAI JASA INDIHOME DI LUMAJANG. Management & Accounting Research Journal, 2 (2). ISSN 2540-959X

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Abstract

The purpose of this research is to test and analyze the positive influence of significant corporate image and word of mouth on the decision of the community to use indihome services in Lumajang either partially or simultaneously. This research is a quantitative research of causal associative type, and research respondents are 60 indihome service user community PT. Telekomunikasi Indonesia, Tbk (Telkom). Data analysis technique with multiple linear regression analysis, by testing the research instrument that is the validity and reliability test, and tested the basic assumption and hypothesis test. The results showed that partially, corporate image and word of mouth have a significant positive effect on the decision of the community using indihome services. Simultaneously, corporate image and word of mouth have a significant influence on people's decision to use indihome services. And the decision of society to use service of indihome equal to 16,4% can be explained by independent variable that is corporate image and word of mouth, while the rest is 83.6% influenced by other variable not examined in this research, among others: price, service quality, community satisfaction in using indihome services.

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