Thareq Muzani, Alfath (2019) PENGARUH KUALITAS PELAYANAN dan CITRA TERHADAP WORD OF MOUTH MELALUI KEPUASAN PELANGGAN (Studi Kasus di Gelanggang Remaja Cempaka Putih). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menguji apakah pengaruh Kualitas Pelayanan dan Citra terhadap Word of Mouth melalaui Kepuasan Pelanggan pengguna fasilitas Gelanggang Remaja Cempaka Putih. Penelitian ini menggunakan jenis penelitian asosiatif dengan metoda penelitian purposive sampling. Metoda analisis data yang digunakan adalah path analysis (analisis jalur) dengan SPSS 22.00. Populasi penelitian ini adalah perusahaan penyedia jasa olahraga di Gelanggang Remaja Cempaka Putih. Sampel ditentukan berdasarkan metode purpose sampling, dengan jumlah sebanyak 147 responden. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian. Hasil penelitian menunjukkan : (1) pengaruh langsung dan signifikan pada variabel kualitas pelayanan (X1) terhadap kepuasan pelanggan (Y); (2) Pengaruh langsung dan signifikan pada variabel citra (X2) terhadap kepuasan pelanggan (Y); (3) Pengaruh langsung dan signifikan pada variabel kualitas pelayanan (X1) terhadap word of mouth (Z); (4) Pengaruh langsung dan signifikan pada variabel citra (X2) terhadap word of mouth (Z); (5) Pengaruh langsung dan signifikan kepuasan pelanggan (Y) terhadap word of mouth (Z); (6) Pengaruh tidak langsung dan signifikan kualitas pelayanan (X1) terhadap word of mouth (Z) melalui kepuasan pelanggan (Y) dan (7) Pengaruh tidak langsung dan signifikan citra (X2) terhadap word of mouth (Z) melalui kepuasan pelanggan (Y). Kata Kunci : Kualitas Pelayanan, Citra, Word of Mouth, Kepuasan Pelanggan. ABSTRACT This study aims to determine the effect of Service Quality and Image of Word of Mouth through Customer Satisfaction of users of the Cempaka Putih Youth Center facility. The target population of this study is customers who use the Cempaka Putih Youth Center facility. The research sample of 147 respondents. The strategy used in this study is an associative research strategy with a purposive sampling research method. The data analysis method used is path analysis with SPSS 22.00. The results showed : (1) a direct and significant influence on the variable service quality (X1) on customer satisfaction (Y); (2) The direct and significant influence on the image variable (X2) on customer satisfaction (Y); (3) Direct and significant effect on service quality variables (X1) on word of mouth (Z); (4) Direct and significant effect on image variables (X2) on word of mouth (Z); (5) The direct and significant effect of customer satisfaction (Y) on word of mouth (Z); (6) The indirect and significant effect of service quality (X1) on word of mouth (Z) through customer satisfaction (Y) and (7) The indirect and significant effect of the image (X2) on word of mouth (Z) through customer satisfaction (Y). Keywords : Service Quality, Image, Word of Mouth, Customer Satisfaction.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 06 Jan 2022 03:57 | ||||||||
| Last Modified: | 06 Jan 2022 03:57 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6678 |
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