PENGARUH KUALITAS LAYANAN TERHADAP WORD OF MOUTH (WOM) MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

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. Keywords: service quality, satisfaction, and Word of Mouth (WOM).