| dc.description.abstract | Guntur Eko Putra (2007), "The Influence of Customer Satisfaction
Word-of-Mouth Communication: AStudy ofIndividual Locus of Control
Mediation Role toward Convenience Product Consumption in Kodya
Yogyakarta". Yogyakarta: Faculty of Economics, Department of Management,
International Program, Universitas Islam Indonesia.
on
as
This current study has been conducted in order to assess the role of
individual locus of control within the people toward the occurrence of word-ofmouth
communication. The theoretical concept of individual locus of control and
word of mouth communication will be based on the research which has been
executed by Desmond Lam and Dick Mizerski (2005) titled The Effects of Locus
°L?nt? onLiWord-°f-m°uth Communication. To enrich the research the
additional variable as independent variable included, that is customer satisfaction
This research assumed that customer satisfaction and individual locus of control
will determine people in doing word of mouth communication about product they
consume. In this research, product mentioned is convenience one that is daily
consumed and purchased by people.
To accomplish and analyze the causal relationship between those
variables, the sample has been taken. The sample used in this research was 115
respondents who are the resident of Kodya Yogyakarta. The sample taken is those
who have experience in convenience product selected. The selected convenience
products are newspaper, toothpaste and instant noodle without mentioning any
brandy The product chosen based on the frequency of purchasing and consuming
start from most until rare frequent but still in term of convenience product based
on the theory given. The questionnaire is used as the media to collect the
information to analyze and evaluate hypotheses that have already been formulized
before.
The result from statistical test indicates that the significance causal
relationship only happened between customer satisfactions toward the occurrence
of word of mouth communication in group. The rest of hypotheses have not
proven ofhaving the significant influence toward word ofmouth communication
In other word, the individual locus of control, in the context of convenience
product does not have the significant influence in occurrence the word of mouth
communication. | en_US |
