Pengaruh Digital Marketing, Kualitas Pelayanan dan Word of Mouth terhadap Keputusan Penggunaan Jasa pada Taksu Photo Bali di Kota Gianyar

Abstract

The purpose of this study is to determine the influence of digital marketing, service quality and word of mouth on the decision to use services at Taksu Photo Bali in Gianyar City partially and simultaneously. In this study, the data sources used were primary data and secondary data. The population in this study is consumers of service users at Taksu Photo Bali. The sample used in this study was 95 respondents, with Ferdinand's formula using 5 times the number of indicators. The data analysis technique used in this study is multiple linear regression analysis. From the research obtained the results that: digital marketing has a positive and partially significant effect on the decision to use services. The quality of service has a positive and partially significant effect on the decision to use services. Word of mouth has a positive and partially significant effect on service usage decisions. Digital marketing, service quality and word of mouth have a positive and significant influence simultaneously on the decision to use services at Taksu Photo Bali. The advice that can be given to the leadership of Taksu Photo Bali is to improve digital marketing by responding to consumer questions through social media, providing clear information to consumers.