PENGARUH KUALITAS LAYANAN DAN KEUNGGULAN PRODUK TERHADAP KEPUASAN PELANGGAN DAN  DAMPAKNYA PADA KOMUNIKASI WORDS OF MOUTH (Studi pada PD BPR BKK Demak Cabang Sayung, Kab.Demak)

Dyah Kusumawati; Abdul Syakur

doi:10.14710/jab.v5i1.12723

DOI: https://doi.org/10.14710/jab.v5i1.12723

PENGARUH KUALITAS LAYANAN DAN KEUNGGULAN PRODUK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA KOMUNIKASI WORDS OF MOUTH (Studi pada PD BPR BKK Demak Cabang Sayung, Kab.Demak)

*Dyah Kusumawati - Jurusan Ilmu Administrasi Niaga, Fakultas Ilmu Ekonomi dan Sosial, Universitas Sultan Fatah Demak, Indonesia

Abdul Syakur - Jurusan Ilmu Administrasi Niaga, Fakultas Ilmu Ekonomi dan Sosial, Universitas Sultan Fatah Demak, Indonesia

Published: 3 Dec 2016.

BibTex Citation Data :

@article{JAB12723,
    author = {Dyah Kusumawati and Abdul Syakur},
    title = {PENGARUH KUALITAS LAYANAN DAN KEUNGGULAN PRODUK TERHADAP KEPUASAN PELANGGAN DAN  DAMPAKNYA PADA KOMUNIKASI WORDS OF MOUTH (Studi pada PD BPR BKK Demak Cabang Sayung, Kab.Demak)},
    journal = {Jurnal Administrasi Bisnis},
  volume = {5},
    number = {1},
    year = {2016},
    keywords = {Service, Products , Satisfaction , WOM},
    abstract = {  Intense competition among banking institutions in terms of marketing products and services to customers in creating a communication satisfaction will influence the words of mouth . Plus builds consumer confidence in yourself is relatively more difficult than just selling products only. Therefore creating a satisfaction to the customers is an absolute thing to do because it can provide the benefits of customer satisfaction for banks . This study aims to analyze whether the quality of service and product excellence affects customer satisfaction and how it impacts on words of mouth communication. The method used is a quantitative method to research the type of survey and questionnaire . Sampling was done by purposive sampling method . The results of the questionnaire were calculated using path analysis  with the help of SPSS software . The results show the quality of service affects customer satisfaction 0.373 , product excellence 0.346 and affect customer satisfaction for both together can affect customer satisfaction by 0.154 . WOM affects service quality by 0.101 , the superiority of the product affects WOM 0.092 and both together can affect WOM by 0.166 . The impact of satisfaction with the emergence of communication words of mouth is positive at 0.446 . The calculation of the indirect effect of variables X1 and X2 to Y2 through Y1 is greater than the calculation of the direct effect , this means that the customer satisfaction as a mediating variable of influence of quality of service and product excellence to positively impact WOM and proven.  },
   issn = {2548-4923},   pages = {46--55}  doi = {10.14710/jab.v5i1.12723},
    url = {https://ejournal.undip.ac.id/index.php/janis/article/view/12723}
}

Citation Format:

Abstract

Intense competition among banking institutions in terms of marketing products and services to customers in creating a communication satisfaction will influence the words of mouth . Plus builds consumer confidence in yourself is relatively more difficult than just selling products only. Therefore creating a satisfaction to the customers is an absolute thing to do because it can provide the benefits of customer satisfaction for banks . This study aims to analyze whether the quality of service and product excellence affects customer satisfaction and how it impacts on words of mouth communication. The method used is a quantitative method to research the type of survey and questionnaire . Sampling was done by purposive sampling method . The results of the questionnaire were calculated using path analysis with the help of SPSS software . The results show the quality of service affects customer satisfaction 0.373 , product excellence 0.346 and affect customer satisfaction for both together can affect customer satisfaction by 0.154 . WOM affects service quality by 0.101 , the superiority of the product affects WOM 0.092 and both together can affect WOM by 0.166 . The impact of satisfaction with the emergence of communication words of mouth is positive at 0.446 . The calculation of the indirect effect of variables X1 and X2 to Y2 through Y1 is greater than the calculation of the direct effect , this means that the customer satisfaction as a mediating variable of influence of quality of service and product excellence to positively impact WOM and proven.

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Keywords: Service, Products , Satisfaction , WOM

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