Kualitas Layanan dan Positive Word of Mouth

Yulius Jatmiko Nuryatno

Abstract

Penelitian ini dilakukan untuk menguji pengaruh kualitas layanan inti dan kualitas layanan tambahan terhadap positive word of mouth. Obyek penelitian adalah para siswa SMA St. Louis Semarang. Berdasarkan pada berbagai telaah pustaka yang telah dilakukan, maka dalam penelitian ini pihak peneliti mengajukan dua hipotesis. Teknik yang digunakan dalam penelitian ini menggunakan proportional sampling. Jumlah sampel yang digunakan sebanyak 81 sampel. Hasil dari data survey dijalankan dengan bantuan program SPSS. Instrumen pengukuran yang digunakan untuk ketiga variabel (kualitas layanan inti, kualitas layanan tambahan dan positive word of mouth) telah memenuhi syarat validitas dan reliabilitas. Hasil penelitian menunjukkan bahwa variabel independen kualitas layanan inti yang diajukan berpengaruh positif dan signifikan terhadap positive word of mouth, sedangkan variabel independen kualitas layanan tambahan yang diajukan berpengaruh positif namun tidak signifikan terhadap positive word of mouth. Hal ini berarti hipotesis pertama (H1) yang diajukan didukung.


The study was conducted to examine the effect of core service quality and extra service quality toward positive word of mouth. The selected object of the study is the student of Senior High School students St. Louis Semarang. Proportional sampling techniques which is used in this study, uses 81 samples. The results of the surveyed data further processed by regression analysis carried out with SPSS. Measurement instruments are used for all three variables, they are :quality of core services, service quality enhancements and positive word of mouth, which has qualified the validity and reliability. The results showed that the independent variables proposed core service quality has positive and significant impact on positive word of mouth, while the independent variables proposed additional service quality is positive but not significant effect on positive word of mouth.

Keywords

Core Service Quality; Pheripheral Service Quality; Positive Word of Mouth

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