PENGARUH KUALITAS LAYANAN TERHADAP WOM (WORD OF MOUTH) MELALUI KEPUASAN KONSUMEN PADA JASA BUS PUTRA MAS KELAS EKONOMI

  • PREVISTA FAKHRUN NISA
DOI: https://doi.org/10.26740/jptn.v3n2.p%25p

Abstract

penelitian ini bertujuan untuk mengetahui pengaruh dari kualitas layanan terhadap WOM (Word of Mouth) melalui kepuasan konsumen; peran moderasi kepuasan konsumen pada pengaruh kualitas layanan terhadap WOM (Word of Mouth) konsumen pada jasa bus Putra Mas kelas ekonomi. Jenis penelitian ini dilakukan oleh penulis adalah penelitian kuantitatif dengan teknik pengumpulan data berupa kuisioner. Pada penelitian ini sampel diambil dengan teknik purposive sampling. Adapun teknik analisis data yang digunakan adalah teknik (Path Analysis) Analisis Jalur. Hasil penelitian ini menunjukan bahwa kepuasan konsumen berpengaruh secara signifikan terhadap kualitas layanan dan WOM (Word of Mouth). Selain itu, dibuktikan juga bahwa kepuasan konsumen berpengaruh tak langsung dengan efek mediasi sebesar 0,178 terhadap kualitas layanan dan WOM (Word of Mouth).

 Kata kunci: Kualitas Layanan, Kepuasan Konsumen, WOM (Word of Mouth)

Published
2015-06-11
How to Cite
FAKHRUN NISA, P. (2015). PENGARUH KUALITAS LAYANAN TERHADAP WOM (WORD OF MOUTH) MELALUI KEPUASAN KONSUMEN PADA JASA BUS PUTRA MAS KELAS EKONOMI. Jurnal Pendidikan Tata Niaga (JPTN), 3(2). https://doi.org/10.26740/jptn.v3n2.p%p
Issue
Vol 3 No 2 (2015)
Section
Articles

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