The Effect of Service Quality, Brand Image, And Price Perception on Word of Mouth In Wedding Organizer Services at  PT. Euforia Unggul Berkarya

M. Lucky Pratama; Diah Natalisa; Aslamia Rosa

doi:10.60076/ijeam.v2i5.1737

Authors

M. Lucky Pratama Universitas Sriwijaya
Diah Natalisa Universitas Sriwijaya
Aslamia Rosa Universitas Sriwijaya

DOI:

https://doi.org/10.60076/ijeam.v2i5.1737

Keywords:

Service Quality, Brand Image, Price Perception, E-Word of Mouth

Abstract

This study aims to analyze the influence of service quality, brand image, and price perception on electronic word of mouth (e-WOM) for wedding organizer services at PT. Euforia Unggul Berkarya. The study involved all 100 respondents from the company's clients, ensuring the data obtained comprehensively represents consumer perceptions. Data collection involved primary and secondary data, with a questionnaire as the primary instrument to measure respondents' perceptions of the research variables. The data were then analyzed using multiple linear regression analysis to determine the effect of each independent variable on e-WOM. The results show that service quality has a significant influence on e-WOM, indicating that responsive, professional, and service that meets customer expectations encourages clients to share their positive experiences through digital media. Furthermore, brand image also significantly influences e-WOM, indicating that reputation, credibility, and positive perceptions of the company play a significant role in shaping consumers' willingness to recommend the service to others. These findings suggest that a strong brand image can increase customer trust and loyalty, which is then reflected in e-WOM activity. Furthermore, price perception also has a significant influence on e-WOM. This indicates that prices that are perceived as reasonable and commensurate with the quality of service received will increase consumer satisfaction, thereby encouraging the emergence of positive reviews and recommendations. Overall, the results of this study confirm that the synergy between service quality, brand image, and price perception is a crucial factor in increasing e-WOM in wedding organizer services, particularly at PT. Euforia Unggul Berkarya

References

P. Kotler and K. L. Keller, Marketing Management, 15th ed., Global Edition. Harlow, U.K.: Pearson Education Limited, 2020

Haryoko, U. B., Pasaribu, V. L. D., & Ardiyansyah. (2023). Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada Firman Dekorasi (Wedding Organizer). POINT Jurnal Ekonomi dan Manajemen, 1 (1), 1–10.

Rukhviyanti, N., Dioputra, S., Barlian, U. C., & Furqon, M. (2021). Pengaruh Brand Image dan Kepuasan Konsumen Terhadap Loyalitas Merek Mie Instan Indomie pada Alfamart Cabang Putat. JSMA (Jurnal Sains Manajemen & Akuntansi), 13 (2), 87–98.

K. L. Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th ed., Harlow, UK: Pearson Education, 2020

P. Kotler and K. L. Keller, Marketing Management, 15th ed., Global Edition. Harlow, U.K.: Pearson Education Limited, 2020

Statista, “Global wedding industry value 2023,” 2023. [Online]. Available: https://www.statista.com/statistics/253634/value-of-the-global-wedding-industry/

Indonesian Ministry of Tourism and Creative Economy, “Market report: Wedding organizer services in Indonesia,” 2024. [Online]. Available: https://kemenparekraf.go.id/

Populix, “Market research on Modern Premium Wedding Organizers demand,” 2023. [Online]. Available: https://www.populix.co.id/

Jakpat, “Consumer behavior and demographics for premium wedding organizers,” 2023. [Online]. Available: https://www.jakpat.net/

Indonesian Research Institute (LRI), Survey on urban couple wedding preferences, 2023.

R. Kotler and P. Keller, Marketing Management: Strategic Business Competition Analysis, 15th ed., Pearson, 2020

M. Armstrong and P. Kotler, Principles of Marketing, 18th ed., Pearson Education Limited, 2020

L. Sürücü and A. Maslakçı, “Validity and reliability in quantitative research,” Business & Management Studies: An International Journal, vol. 8, no. 3, pp. 2694–2726, 2020, doi: 10.15295/bmij.v8i3.1540

L. A. Simamora and P. Silitonga, “Price Perception, Product Quality, and Electronic Word of Mouth (e-WOM) increase purchasing decisions at Pizza Marzano,” ePaper Bisnis: International Journal of Entrepreneurship and Management, vol. 2, no. 2, pp. –, 2023, doi:10.61132/epaperbisnis.v2i2.364.

E. H. Kartawinata, M. I. Santoso, Y. Yusuf, and S. Maulany, “The effect of price perception and E-WOM on purchase decisions on the e-Commerce platform Shopee,” Indonesian Interdisciplinary Journal of Sharia Economics, vol. 8, no. 2, 2023, doi:10.31538/iijse.v8i2.6863.

I. G. N. O. Ariwangsa, N. W. Lasmi, and I. M. R. A. Darma, “Pengaruh E-WOM, price perception dan product quality terhadap purchasing decisions,” EconBank: Journal of Economics and Banking, vol. 5, no. 2, 2024, doi:10.35829/econbank.v5i2.317