Pengaruh Word Of Mouth Dan Citra Merek Terhadap Keputusan Penggunaan Jasa Pada Sherly Bridal Di Palembang

Jesica April  Silsilia; Retno Budi Lestari

doi:10.31004/riggs.v5i1.6565

Authors

Jesica April Silsilia Universitas Multi Data Palembang
Retno Budi Lestari Universitas Multi Data Palembang

DOI:

https://doi.org/10.31004/riggs.v5i1.6565

Keywords:

Word Of Mouth, Citra Merek, Keputusan Penggunaan Jasa, Bridal, Jasa Pernikahan

Abstract

Industri jasa pernikahan menghadapi persaingan yang semakin ketat seiring meningkatnya tuntutan konsumen terhadap kualitas layanan dan reputasi penyedia jasa. Dalam konteks ini, word of mouth dan citra merek menjadi faktor strategis yang memengaruhi keputusan penggunaan jasa, khususnya pada usaha bridal yang bersifat high involvement service. Penelitian ini bertujuan untuk menganalisis pengaruh word of mouth dan citra merek terhadap keputusan penggunaan jasa pada Sherly Bridal di Kota Palembang. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei terhadap konsumen Sherly Bridal. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan analisis regresi linier berganda, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa word of mouth berpengaruh positif dan signifikan terhadap keputusan penggunaan jasa, demikian pula citra merek yang memiliki pengaruh positif dan signifikan secara parsial. Secara simultan, word of mouth dan citra merek terbukti berpengaruh signifikan terhadap keputusan penggunaan jasa dengan kontribusi pengaruh yang kuat. Temuan ini mengindikasikan bahwa rekomendasi konsumen dan persepsi merek yang positif berperan penting dalam membentuk keyakinan dan keputusan pelanggan dalam memilih jasa bridal. Kesimpulannya, penguatan strategi word of mouth dan pembangunan citra merek yang konsisten merupakan langkah strategis bagi Sherly Bridal untuk meningkatkan daya saing dan keberlanjutan usaha di tengah dinamika industri jasa pernikahan.

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