PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN DAN WORD OF MOUTH MAHASISWA PROGRAM STUDI DIPLOMA III ADMINISTRASI PERPAJAKAN FISIP USU

Aida W Batubara, Paham - Ginting, Arlina Nurbaity Lubis

Abstract


The objective of the research was to know and to analyze the influence of service
quality on students word of mouth through their satisfaction in the Diploma III of
Taxation Administration Study Program, FISIP USU. The type of the research
was descriptive quantitative and its nature was descriptive explanatory. The
result of the research showed that 1) service quality had positive and significant
influence on students word of mouth through their satisfaction, 2) satisfaction
had positive and significant influence on students word of mouth, and 3) there
was indirect influence of service quality on students word of mouth through their
satisfaction with the value of 0.235, while there was direct influence of service
quality on students word of mouth with the value of 0.394 which indicated that
direct influence was more dominant that indirect influence.

Keywords


Manajemen

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DOI: https://doi.org/10.30596/jimb.v14i2.207

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