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Papers by ronal aprianto

Research paper thumbnail of MOTIVASI BELAJAR MAHASISWA PADA STIE-MURA LUBUKLINGGAU Penulis

Ronal Aprianto. Students motivation in learn at STIE MURA Lubuklinggau (cooperative study between... more Ronal Aprianto. Students motivation in learn at STIE MURA Lubuklinggau (cooperative study between worker students and unworker students, C reguler class Manajemen Major SDM Concentration). The gola of this research was to know motivation level of worker students and unworker students. And than the comparision of students motivation in learn at regular C class between worker students and unworker students. This research used the quantitative approach, the type of this research was quantitative comparative. The population of the research was all of students manajemen major SDM Concentration at V and VII level totally 172 students. Based on the formula to determine the total sample from pupolation, which developed by Arikunto for population N=172 with level error=25% so the total sample for worker students was 37 students an unworker students was 22 students. The technique of data collecting which researcher used was questionnaire. And analysis to know the student motivation comparision for worker student and unworker students, it compare by using pretest. By using t-test sample related formula. The result of this research was students motivation in learn at C reguler for worker students it was 10 students (2,70%) and unworker students, 6 students (2,72%). And for the result of motivation comparision between worker students an unworker students was t count more smallest than t table (-2,45<1,684) therefore Ho accepted and Ha rejected. It can be conclude that there was no significant differences between worker students and unworker studentas motivation in learn.

Research paper thumbnail of Influence Competence And Placement of Employee On Employee Performance At PT. Xylo Indah Pratama in Musi Rawas Regency of Muara Beliti

Journal of Sosial Science

This research was conducted to determine the effect of employee competency and placement on emplo... more This research was conducted to determine the effect of employee competency and placement on employee performance at PT. Xylo Indah Pratama Muara Beliti Musi Rawas Regency. The results of this study indicate that there is a significant effect between Competency and Employee Placement on Employee Performance Keywords : Competence, Employee placement, Employee performance

Research paper thumbnail of MOTIVASI BELAJAR MAHASISWA PADA STIE-MURA LUBUKLINGGAU

Ronal Aprianto. Students motivation in learn at STIE MURA Lubuklinggau (cooperative study between... more Ronal Aprianto. Students motivation in learn at STIE MURA Lubuklinggau (cooperative study between worker students and unworker students, C reguler class Manajemen Major SDM Concentration). The gola of this research was to know motivation level of worker students and unworker students. And than the comparision of students motivation in learn at regular C class between worker students and unworker students. This research used the quantitative approach, the type of this research was quantitative comparative. The population of the research was all of students manajemen major SDM Concentration at V and VII level totally 172 students. Based on the formula to determine the total sample from pupolation, which developed by Arikunto for population N=172 with level error=25% so the total sample for worker students was 37 students an unworker students was 22 students. The technique of data collecting which researcher used was questionnaire. And analysis to know the student motivation comparision for worker student and unworker students, it compare by using pretest. By using t-test sample related formula. The result of this research was students motivation in learn at C reguler for worker students it was 10 students (2,70%) and unworker students, 6 students (2,72%). And for the result of motivation comparision between worker students an unworker students was t count more smallest than t table (-2,45<1,684) therefore H o accepted and H a rejected. It can be conclude that there was no significant differences between worker students and unworker studentas motivation in learn. Keywords : Motivation in learn, worker students and unworker students.

Research paper thumbnail of Pengaruh Pelatihan dan Pengalaman Kerja Terhadap Profesionalisme Pegawai Pada Kantor Lapas Narkotika Kelas Iia Kota Lubuk Linggau

Jurnal Media Ekonomi, 2015

Jurnal Media Ekonomi merupakan sarana komunikasi ilmiah, Terbit 3 (kali) sekali setahun (April, A... more Jurnal Media Ekonomi merupakan sarana komunikasi ilmiah, Terbit 3 (kali) sekali setahun (April, Agustus, Desember) Diterbitkan oleh STIE MURA-Lubuklinggau

Research paper thumbnail of PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINUM ISI ULANG PELANGI KOTA LUBUKLINGGAU

Jurnal Media Ekonomi, 2013

Research paper thumbnail of PENGARUH MOTIVASI HYGIENE DAN LINGKUNGAN KERJA TERHADAP KINERJA PEGAWAI DINAS PEMUDA DAN OLAHRAGA KOTA LUBUKLINGGAU

Jurnal Media Ekonomi , 2013

Research paper thumbnail of PENGARUH TANGIBLE DAN EMPATHY TERHADAP KEPUASAN MASYARAKAT PADA PUSKESMAS AIR BELITI KECAMATAN TUAH NEGERI (SIMPANG SEMAMBANG) KABUPATEN MUSI RAWAS

Jurnal Media Ekonomi, 2012

Research paper thumbnail of Pengaruh Iklim Organisasi dan Pengawasan Terhadap Kinerja Aparatur Satuan Polisi Pamong Praja Kabupaten Musi Rawas

Jurnal Media Ekonomi, 2012

Research paper thumbnail of Perbedaan Sikap Konsumen Terhadap Produk Distribution Outlet Di Kota Lubuklinggau

Jurnal Ekonomi Dan Bisnis Kopertis Wilayah II Palembang, 2012

Research paper thumbnail of PENGARUH PELAYANAN TERHADAP KEPUASAN NASABAH PADA KANTOR PT BANK BCA CABANG LUBUKLINGGAU

JURNAL ILMIAH EKONOMI GLOBAL MASA KINI, 2016

The goal of this research was to know the effect of service on customers satisfaction in BCA Bank... more The goal of this research was to know the effect of service on customers satisfaction in BCA Bank Lubuklinggau. The Population of this research was an of the customers which used Electronic Data Capture (EDC) in BCA Bank Lubuklinggau it was 65 persen in 2014, which each month the customer less that 5-6 persen. In this research all of the population used as sample (saturated sample) 65 persen used Electronis Data Capture (EDC) Transaction on BCA Bank Lubuklinggau branch. The accidental sampling is used in taking the sample in this research. It was a technioue taking the data in accidental way to make this research easy. In this reseach the technique of data analysis ware vallidity and reability. The asumtion test, reabilitas test and normalitas test regretion clasis aquatio liniear coefisien corelation test and partial test. The result of regretion aquation Y=12,062 + 0,759X. The result of coefisien corelation calculation know the B value was 0,718. It meant that the corelation between service and customer satisfaction in BCA Bank Lubuklinggau was strong. While R 2 or determination coefisien was 0,516 or 51,6 % it meant the magmitudt effect of service to the customer satisfaction was 51,6%. While the rest west 48,4 % be effecfeel by the other variables, whish was not include in the research sush as product, servise, rate of bank, etc. From the calculation can get the result 8,198 more bigger t tabel = 1,960. Result t test show H o rejected and H a accepted, its mean variable servicesignificant effect to satisfaction on pt bank bca branch office lubuklinggau.

Research paper thumbnail of PENGARUH PROMOSI DAN PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO BNJ ELEKTRONIK KOTA LUBUKLINGGAU

Buletin Bisnis & Manajemen, 2016

A B S T R A K Effect of Promotion and Service to the Customer Satisfaction HSD Electronic Stores ... more A B S T R A K Effect of Promotion and Service to the Customer Satisfaction HSD Electronic Stores Lubuklinggau. The purpose of this study was to determine the effect of Promotion and Service to the Customer Satisfaction HSD Electronic Stores Lubuklinggau. The population in this research were as many as 885 customers and the sample in this study amounted to 88 respondents. The data collection technique using a questionnaire (questionnaire) that have been tested beforehand using validity and reliability test. Data analysis technique used is the classical assumption (normality test, and test liniearitas), multiple linear regression, determination and F test where researchers using SPSS version 20. The linear regression equation obtained positive value is Y = 18.324 + 0,316X1 + 0,370X2. Values obtained amounted constants a = 18.324 units, variable regression coefficients Promotion obtained at b1 = 0,316 units, variable regression coefficients Services obtained for b2 = 0.370 units. Determinant coefficient value (R2¬) acquired, amounted to 0.443, can be interpreted that the variation of the dependent variable value changes Customer satisfaction can be explained by all the variables are non-Promotion and Service together (simultaneously) by 44.3% and the balance of 55, 7% is influenced by other variables such as, product prices, interest in buying, product quality, state of the economy and so forth. The conclusion that: the F test results obtained value of F = 33.771> F table = 3.10 significance level simultaneously and significantly F was 0,000. Attested and accepted hypotheses. Pembangunan di Indonesia yang semakin berkembang dan pertumbuhan ekonomi serta industri yang telah banyak mengalami kemajuan yang sangat pesat dibandingkan dengan masa-masa sebelumnya. Hal ini dapat dilihat dari semakin banyaknya produsen yang terlibat dalam pemenuhan dan keinginan pelanggan sehingga menyebabkan perusahaan harus menempatkan orientasi pada pelanggan sebagai tujuan utama. Dalam dunia pemasaran kepuasan pelanggan merupakan faktor yang harus diperhatikan jika pelanggan tidak puas, dia akan menghentikan bisnisnya dengan perusahaan, semua upaya yang perusahaan lakukan untuk mencapai mutu dan memberikan pelayanan yang unggul tidak ada artinya sama sekali jika perusahaan tidak berusaha untuk memuaskan pelanggan. Promosi merupakan cara bagaimana memperkenalkan produk kepada pelanggan dan calon pelanggan melalui periklanan, penjualan perorangan, promosi penjualan dan pemasaran langsung. Dengan dilakukan promosi, produk akan dikenal oleh pelanggan dan diharapkan pelanggan tertarik untuk membeli produk tersebut. Tanpa promosi jangan diharapakan

Research paper thumbnail of PENGARUH BRAND IMAGE DAN WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN KOMPOR GAS RINNAI PADA KONSUMEN KELURAHAN CEREME TABA KOTA LUBUK LINGGAU

Jurnal Ilmiah Orasi Bisnis, 2016

ABSTRAK Penelitian ini mengkaji pengaruh brand image dan word of mouth communication terhadap kep... more ABSTRAK Penelitian ini mengkaji pengaruh brand image dan word of mouth communication terhadap keputusan pembelian kompor gas Rinnai pada konsumen Kelurahan Cereme Taba Kota Lubuklinggau. Data yang digunakan dalam penelitian ini diperoleh dari kuesioner dan observasi serta dokumentasi langsung dengan pihak terkait. Dimana Metode pengambilan sampel dilakukan dengan menggunakan teknik Non-Probability Sampling, dengan metode Purposive Sampling. Analisis ini menggunakan dasar perhitungan regresi linier berganda, dengan menggunakan program SPSS.17.0 for Windows. Berdasarkan hasil perhitungan diperoeh persamaan Y 17,072 + 0,301 X 1 + 0,426 X 2 , nilai konstanta (a) sebesar 17,072 ini berarti bahwa apabila variabel brand image dan word of mouth communication tidak ada atau nilainya nol,maka nilai dari keputusan pembelian 17,072, sedangkan nilai koefesien regresi (b 1) variabel brand image, sebesar 0,301, hal ini menunjukkan apabila nilai brand image meningkat sebesar satu satuan, maka nilai keputusan pembelian akan mengalami peningkatan sebesar 0,301. Sedangkan nilai koefesien regresi (b 2) variabel word of mouth communication sebesar 0,426, hal ini menunjukkan apabila nilai word of mouth communication meningkat sebesar satu satuan, maka nilai keputusan pembelian akan mengalami peningkatan sebesar 0,426. Dari hasil perhitungan koefesien determinasi dapat diketahui bahwa nilai R 2 sebesar 0,529. Hal ini menunjukkan bahwa varian keputusan pembelian dapat dijelaskan oleh varian brand image dan word of mouth communication sebesar sebesar 0,529 atau sebesar 52,9 dan setelah disesuaikan nilai sisanya 0,471 atau sebesar 47,1 dipengaruhi oleh variabel lain yang tidak dimasukan dalam penelitian. Berdasarkan hasil analisis diperoleh nilai f hitung = 36.571  f tabel = 3,13 diperoleh dengan menggunakan tingkat keyakinan 95%, α = 5%, dan df 2 (n-1) = 68-1 =67 (n adalah jumlah data), seghingga didapat nilai f tabel sebesar 3,13 sehingga H o ditolak dan H a diterima yang berarti terdapat pengaruh secara simultan (bersama-sama) antara Brand Image (X 1) dan Word of Mouth Communication (X 2) terhadap Keputusan Pembelian (Y) kompor gas Rinnai pada konsumen Kelurahan Cereme Taba Kota lubuklinggau. Kata Kunci : brand image, word of mouth communication, keputusan pembelian. PENDAHULUAN Latar Belakang Dalam era globalisasi, persaingan bisnis menjadi semakin ketat baik di pasar domestik maupun internasional. Perkembangan pasar yang hiperkompetitif, mendorong setiap perusahaan untuk memenangkan persaingan yang ada. Berbagai cara dilakukan agar perusahaan dapat mempertahankan kelangsungan hidup

Research paper thumbnail of MOTIVASI BELAJAR MAHASISWA PADA STIE-MURA LUBUKLINGGAU Penulis

Ronal Aprianto. Students motivation in learn at STIE MURA Lubuklinggau (cooperative study between... more Ronal Aprianto. Students motivation in learn at STIE MURA Lubuklinggau (cooperative study between worker students and unworker students, C reguler class Manajemen Major SDM Concentration). The gola of this research was to know motivation level of worker students and unworker students. And than the comparision of students motivation in learn at regular C class between worker students and unworker students. This research used the quantitative approach, the type of this research was quantitative comparative. The population of the research was all of students manajemen major SDM Concentration at V and VII level totally 172 students. Based on the formula to determine the total sample from pupolation, which developed by Arikunto for population N=172 with level error=25% so the total sample for worker students was 37 students an unworker students was 22 students. The technique of data collecting which researcher used was questionnaire. And analysis to know the student motivation comparision for worker student and unworker students, it compare by using pretest. By using t-test sample related formula. The result of this research was students motivation in learn at C reguler for worker students it was 10 students (2,70%) and unworker students, 6 students (2,72%). And for the result of motivation comparision between worker students an unworker students was t count more smallest than t table (-2,45<1,684) therefore Ho accepted and Ha rejected. It can be conclude that there was no significant differences between worker students and unworker studentas motivation in learn.

Research paper thumbnail of Influence Competence And Placement of Employee On Employee Performance At PT. Xylo Indah Pratama in Musi Rawas Regency of Muara Beliti

Journal of Sosial Science

This research was conducted to determine the effect of employee competency and placement on emplo... more This research was conducted to determine the effect of employee competency and placement on employee performance at PT. Xylo Indah Pratama Muara Beliti Musi Rawas Regency. The results of this study indicate that there is a significant effect between Competency and Employee Placement on Employee Performance Keywords : Competence, Employee placement, Employee performance

Research paper thumbnail of MOTIVASI BELAJAR MAHASISWA PADA STIE-MURA LUBUKLINGGAU

Ronal Aprianto. Students motivation in learn at STIE MURA Lubuklinggau (cooperative study between... more Ronal Aprianto. Students motivation in learn at STIE MURA Lubuklinggau (cooperative study between worker students and unworker students, C reguler class Manajemen Major SDM Concentration). The gola of this research was to know motivation level of worker students and unworker students. And than the comparision of students motivation in learn at regular C class between worker students and unworker students. This research used the quantitative approach, the type of this research was quantitative comparative. The population of the research was all of students manajemen major SDM Concentration at V and VII level totally 172 students. Based on the formula to determine the total sample from pupolation, which developed by Arikunto for population N=172 with level error=25% so the total sample for worker students was 37 students an unworker students was 22 students. The technique of data collecting which researcher used was questionnaire. And analysis to know the student motivation comparision for worker student and unworker students, it compare by using pretest. By using t-test sample related formula. The result of this research was students motivation in learn at C reguler for worker students it was 10 students (2,70%) and unworker students, 6 students (2,72%). And for the result of motivation comparision between worker students an unworker students was t count more smallest than t table (-2,45<1,684) therefore H o accepted and H a rejected. It can be conclude that there was no significant differences between worker students and unworker studentas motivation in learn. Keywords : Motivation in learn, worker students and unworker students.

Research paper thumbnail of Pengaruh Pelatihan dan Pengalaman Kerja Terhadap Profesionalisme Pegawai Pada Kantor Lapas Narkotika Kelas Iia Kota Lubuk Linggau

Jurnal Media Ekonomi, 2015

Jurnal Media Ekonomi merupakan sarana komunikasi ilmiah, Terbit 3 (kali) sekali setahun (April, A... more Jurnal Media Ekonomi merupakan sarana komunikasi ilmiah, Terbit 3 (kali) sekali setahun (April, Agustus, Desember) Diterbitkan oleh STIE MURA-Lubuklinggau

Research paper thumbnail of PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINUM ISI ULANG PELANGI KOTA LUBUKLINGGAU

Jurnal Media Ekonomi, 2013

Research paper thumbnail of PENGARUH MOTIVASI HYGIENE DAN LINGKUNGAN KERJA TERHADAP KINERJA PEGAWAI DINAS PEMUDA DAN OLAHRAGA KOTA LUBUKLINGGAU

Jurnal Media Ekonomi , 2013

Research paper thumbnail of PENGARUH TANGIBLE DAN EMPATHY TERHADAP KEPUASAN MASYARAKAT PADA PUSKESMAS AIR BELITI KECAMATAN TUAH NEGERI (SIMPANG SEMAMBANG) KABUPATEN MUSI RAWAS

Jurnal Media Ekonomi, 2012

Research paper thumbnail of Pengaruh Iklim Organisasi dan Pengawasan Terhadap Kinerja Aparatur Satuan Polisi Pamong Praja Kabupaten Musi Rawas

Jurnal Media Ekonomi, 2012

Research paper thumbnail of Perbedaan Sikap Konsumen Terhadap Produk Distribution Outlet Di Kota Lubuklinggau

Jurnal Ekonomi Dan Bisnis Kopertis Wilayah II Palembang, 2012

Research paper thumbnail of PENGARUH PELAYANAN TERHADAP KEPUASAN NASABAH PADA KANTOR PT BANK BCA CABANG LUBUKLINGGAU

JURNAL ILMIAH EKONOMI GLOBAL MASA KINI, 2016

The goal of this research was to know the effect of service on customers satisfaction in BCA Bank... more The goal of this research was to know the effect of service on customers satisfaction in BCA Bank Lubuklinggau. The Population of this research was an of the customers which used Electronic Data Capture (EDC) in BCA Bank Lubuklinggau it was 65 persen in 2014, which each month the customer less that 5-6 persen. In this research all of the population used as sample (saturated sample) 65 persen used Electronis Data Capture (EDC) Transaction on BCA Bank Lubuklinggau branch. The accidental sampling is used in taking the sample in this research. It was a technioue taking the data in accidental way to make this research easy. In this reseach the technique of data analysis ware vallidity and reability. The asumtion test, reabilitas test and normalitas test regretion clasis aquatio liniear coefisien corelation test and partial test. The result of regretion aquation Y=12,062 + 0,759X. The result of coefisien corelation calculation know the B value was 0,718. It meant that the corelation between service and customer satisfaction in BCA Bank Lubuklinggau was strong. While R 2 or determination coefisien was 0,516 or 51,6 % it meant the magmitudt effect of service to the customer satisfaction was 51,6%. While the rest west 48,4 % be effecfeel by the other variables, whish was not include in the research sush as product, servise, rate of bank, etc. From the calculation can get the result 8,198 more bigger t tabel = 1,960. Result t test show H o rejected and H a accepted, its mean variable servicesignificant effect to satisfaction on pt bank bca branch office lubuklinggau.

Research paper thumbnail of PENGARUH PROMOSI DAN PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO BNJ ELEKTRONIK KOTA LUBUKLINGGAU

Buletin Bisnis & Manajemen, 2016

A B S T R A K Effect of Promotion and Service to the Customer Satisfaction HSD Electronic Stores ... more A B S T R A K Effect of Promotion and Service to the Customer Satisfaction HSD Electronic Stores Lubuklinggau. The purpose of this study was to determine the effect of Promotion and Service to the Customer Satisfaction HSD Electronic Stores Lubuklinggau. The population in this research were as many as 885 customers and the sample in this study amounted to 88 respondents. The data collection technique using a questionnaire (questionnaire) that have been tested beforehand using validity and reliability test. Data analysis technique used is the classical assumption (normality test, and test liniearitas), multiple linear regression, determination and F test where researchers using SPSS version 20. The linear regression equation obtained positive value is Y = 18.324 + 0,316X1 + 0,370X2. Values obtained amounted constants a = 18.324 units, variable regression coefficients Promotion obtained at b1 = 0,316 units, variable regression coefficients Services obtained for b2 = 0.370 units. Determinant coefficient value (R2¬) acquired, amounted to 0.443, can be interpreted that the variation of the dependent variable value changes Customer satisfaction can be explained by all the variables are non-Promotion and Service together (simultaneously) by 44.3% and the balance of 55, 7% is influenced by other variables such as, product prices, interest in buying, product quality, state of the economy and so forth. The conclusion that: the F test results obtained value of F = 33.771> F table = 3.10 significance level simultaneously and significantly F was 0,000. Attested and accepted hypotheses. Pembangunan di Indonesia yang semakin berkembang dan pertumbuhan ekonomi serta industri yang telah banyak mengalami kemajuan yang sangat pesat dibandingkan dengan masa-masa sebelumnya. Hal ini dapat dilihat dari semakin banyaknya produsen yang terlibat dalam pemenuhan dan keinginan pelanggan sehingga menyebabkan perusahaan harus menempatkan orientasi pada pelanggan sebagai tujuan utama. Dalam dunia pemasaran kepuasan pelanggan merupakan faktor yang harus diperhatikan jika pelanggan tidak puas, dia akan menghentikan bisnisnya dengan perusahaan, semua upaya yang perusahaan lakukan untuk mencapai mutu dan memberikan pelayanan yang unggul tidak ada artinya sama sekali jika perusahaan tidak berusaha untuk memuaskan pelanggan. Promosi merupakan cara bagaimana memperkenalkan produk kepada pelanggan dan calon pelanggan melalui periklanan, penjualan perorangan, promosi penjualan dan pemasaran langsung. Dengan dilakukan promosi, produk akan dikenal oleh pelanggan dan diharapkan pelanggan tertarik untuk membeli produk tersebut. Tanpa promosi jangan diharapakan

Research paper thumbnail of PENGARUH BRAND IMAGE DAN WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN KOMPOR GAS RINNAI PADA KONSUMEN KELURAHAN CEREME TABA KOTA LUBUK LINGGAU

Jurnal Ilmiah Orasi Bisnis, 2016

ABSTRAK Penelitian ini mengkaji pengaruh brand image dan word of mouth communication terhadap kep... more ABSTRAK Penelitian ini mengkaji pengaruh brand image dan word of mouth communication terhadap keputusan pembelian kompor gas Rinnai pada konsumen Kelurahan Cereme Taba Kota Lubuklinggau. Data yang digunakan dalam penelitian ini diperoleh dari kuesioner dan observasi serta dokumentasi langsung dengan pihak terkait. Dimana Metode pengambilan sampel dilakukan dengan menggunakan teknik Non-Probability Sampling, dengan metode Purposive Sampling. Analisis ini menggunakan dasar perhitungan regresi linier berganda, dengan menggunakan program SPSS.17.0 for Windows. Berdasarkan hasil perhitungan diperoeh persamaan Y 17,072 + 0,301 X 1 + 0,426 X 2 , nilai konstanta (a) sebesar 17,072 ini berarti bahwa apabila variabel brand image dan word of mouth communication tidak ada atau nilainya nol,maka nilai dari keputusan pembelian 17,072, sedangkan nilai koefesien regresi (b 1) variabel brand image, sebesar 0,301, hal ini menunjukkan apabila nilai brand image meningkat sebesar satu satuan, maka nilai keputusan pembelian akan mengalami peningkatan sebesar 0,301. Sedangkan nilai koefesien regresi (b 2) variabel word of mouth communication sebesar 0,426, hal ini menunjukkan apabila nilai word of mouth communication meningkat sebesar satu satuan, maka nilai keputusan pembelian akan mengalami peningkatan sebesar 0,426. Dari hasil perhitungan koefesien determinasi dapat diketahui bahwa nilai R 2 sebesar 0,529. Hal ini menunjukkan bahwa varian keputusan pembelian dapat dijelaskan oleh varian brand image dan word of mouth communication sebesar sebesar 0,529 atau sebesar 52,9 dan setelah disesuaikan nilai sisanya 0,471 atau sebesar 47,1 dipengaruhi oleh variabel lain yang tidak dimasukan dalam penelitian. Berdasarkan hasil analisis diperoleh nilai f hitung = 36.571  f tabel = 3,13 diperoleh dengan menggunakan tingkat keyakinan 95%, α = 5%, dan df 2 (n-1) = 68-1 =67 (n adalah jumlah data), seghingga didapat nilai f tabel sebesar 3,13 sehingga H o ditolak dan H a diterima yang berarti terdapat pengaruh secara simultan (bersama-sama) antara Brand Image (X 1) dan Word of Mouth Communication (X 2) terhadap Keputusan Pembelian (Y) kompor gas Rinnai pada konsumen Kelurahan Cereme Taba Kota lubuklinggau. Kata Kunci : brand image, word of mouth communication, keputusan pembelian. PENDAHULUAN Latar Belakang Dalam era globalisasi, persaingan bisnis menjadi semakin ketat baik di pasar domestik maupun internasional. Perkembangan pasar yang hiperkompetitif, mendorong setiap perusahaan untuk memenangkan persaingan yang ada. Berbagai cara dilakukan agar perusahaan dapat mempertahankan kelangsungan hidup