PENGARUH KUALITAS LAYANAN TERHADAP WORD OF MOUTH (WOM) MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING
Abstract: This study aims to
analyze and discuss the influence of the influence of
the service quality
on wom through
satisfaction as intervening variable.
The type of
this research is
quantitative. Techniques of sampling using judgemental sampling with
sample size of 220 respondents. Data analysis techniques using PASW Statistics 18
software and AMOS 20. Result of the research shows that there is a direct
influence of service quality on customer satisfaction, there is a direct
influence of satisfaction on Word of Mouth (WOM), there is a direct influence
service quality on
WOM. In this
study the role
of customer satisfaction as
an intervening variable
indirect influence service
quality on Word
of Mouth (WOM)
have lower results,
so without variable satisfaction as intervening variables, relationships of service quality on Word of
Mouth (WOM) remains significant.
Penulis: RIFKY NOVIANTI, YESSY
ARTANTI
Kode Jurnal: jpmanajemendd150715
