PENGARUH PROMOSI MULUT KE MULUT, KUALITAS PRODUK DAN KEUNIKAN PRODUK DALAM BERWIRAUSAHA TERHADAP KEPUTUSAN PELANGGAN

Abstract

The growth of MSMEs in Indonesia, especially in North Sulawesi, is growing every year, the more MSMEs, the more competitors will appear. For that, we need the right strategy to be able to win in the competition to influence customer decisions. Word of mouth promotion is one of the strategies that can be used, and business actors must also maintain the quality of their products. Don't forget to add the uniqueness of the product so that it can attract more customers' attention to the products we have. The purpose of this study was to determine the effect of the independent variables namely word of mouth promotion (X1), product quality (X2), and product uniqueness (X3) in entrepreneurship on the dependent variable, namely customer decisions (Y) at Elok Bridal. This type of research is a quantitative study with a population of all customers who have used bridal services and sewing services at Elok Bridal. While the samples were taken based on the determination of the sample with the Slovin formula so that a total of 95 respondents were obtained, with the sampling technique being a simple random sampling technique. Data were collected using questionnaires distributed to respondents via Google Form and observation during practical work. Based on the results of data analysis, word of mouth, product quality, and product uniqueness in entrepreneurship have a significant effect on customer decisions to choose Elok Bridal. And these three variables simultaneously have a significant effect on the customer's decision to choose Elok Bridal.