<![CDATA[The research aims to analyze and determine the effect of Word of Mouth and Brand Image on the decision to use photo services on 4 colors of Kediri City Photography. This research uses quantitative methods. The type of research used is the correlation with sampling techniques. The research sample was 60 respondents in number. The multiple linear regression analysis techniques is tested for validity and reliability first. The conclusion of this study is (1) Word of Mouth has a significant effect on the decision to use photo services on 4 colors of photography. (2) Brand image has a significant effect on the Decision of Using Photo Services on 4 Colors of Photography. (3) Simultaneously or together with two independent variables consisting of word of mouth, brand image has a significant effect on service use decisions. Penelitian bertujuan menganalisis dan mengetahui pengaruh Word Of Mouth dan Brand Image terhadap Keputusan Penggunaan Jasa foto pada 4 Warna Photography Kota Kediri. Penelitian ini menggunakan metode kuantitatif. Jenis penelitian yang digunakan penelitian adalah korelasi dengan teknik pengambilan sampel. Sampel penelitian 60 responden jumlahnya. Teknik analisis regresi linier berganda dengan terlebih dahulu di uji validitas dan reliabilitas.Kesimpulan penelitian ini adalah (1) Word Of Mouth berpengaruh signifikan terhadap Keputusan Penggunaan Jasa Foto pada 4 Warna Photography. (2) Brand image berpengaruh signifikan terhadap Keputusan Penggunaan Jasa Foto pada 4 Warna Photography. (3) Secara simultan atau bersama – sama dua variabel bebas yang terdiri dari word of mouth, brand image berpengaruh signifikan terhadap keputusan penggunaan jasa.]]>
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