KOMUNIKASI WORD OF MOUTH TERHADAP SWITHCHING BEHAVIOR KONSUMEN LISTRIK PRABAYAR

Abstrak

Abstract; Promotion is an important aspect to communicate any product to
customers. It is not only as an information tool, but it done to influence customers in their decision making. It seems like PT. PLN promotion activities, which is done by brochure in the office area and team visitation to community. In addition to that, word of mouth communication can influence switching behavior. So, the research is done to fine out the influence of word of mouth communication to the switching behavior. In this research, the data were got by using questioner. The sample method
was purposive sampling is costumer electricity tariff category ladder house a switch, numbered 100 peoples. The analysis used descriptive statistics analysis and sample regression analysis. According to the analysis, there is the influence between word of mouth and switching behavior in a value descriptive variable word of mouth 3,81 and variable Switching Behavior 3,57.

Keyword: Promotion, word of mouth and switching behavior