ANALISIS PEMBENTUKAN KOMUNIKASI WORD OF MOUTH MELALUI KUALITAS PELAYANAN DAN TRUST PELANGGAN TOKO SWALAYAN
DOI:
https://doi.org/10.30651/blc.v14i02.1316Abstrak
ABSTRACTÂ
 This research aimed to test influence between service quality, customer trust also interaction between service quality and customer trust in the building of word of mouth communication of supermarket. This research efforted in Pamella Supermarket in Yogyakarta. Sample categorized with sampling convenience method and purposive sampling. Data collection efforted by giving list of question to the respondent that is contains about service quality, customer trust and word of mouth communication this research use moderator Regression Analysis. In the other side, T test and F test are used to test asked hypothesis.
This result of partially regression coefficient test with T test shows that service quality, customer trust also interaction between them influence significantly to word of mouth communications. In the other side coefficient regression with F test’s result shows that variables of service quality, customer trust also interaction between them both influence to word of mouth communication. Variable of service quality, customer trust also interaction between them are able to explain word of mouth communication variable up 81% and the rest is 19% caused by another variable that is not included in the research model.
Keyword : Service Quality, Customer Trust and Word of Mouth Communication.
Correspondence to : salamatun_2009@yahoo.com
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ABSTRAKÂ
Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan, trust pelanggan serta interaksi antara kualitas pelayanan dan trust pelanggan dalam pembentukan komunikasi word of mouth. Penelitian dilakukan pada Pamella Swalayan di Kota Yogyakarta. Sampel ditentukan dengan metode convenience sampling dan purposive sampling. Pengumpulan data dilakukan dengan cara memberikan daftar pertanyaan kepada responden yang berisi tentang kualitas pelayanan, trust pelanggan serta komunikasi word of mouth. Alat analisis yang digunakan adalah Analisis Regresi Moderator. Sedangkan untuk menguji hipotesis yang dikemukakan digunakan uji t dan uji F. Uji t digunakan untuk menguji koefisien regresi secara parsial dan uji F digunakan untuk menguji koefisien regresi secara serempak (bersama-sama). Sedangkan untuk mengetahui seberapa besar variabel-variabel kualitas pelayanan, trust pelanggan serta interaksi antara kualitas pelayanan dan trust pelanggan mampu menjelaskan variabel komunikasi word of mouth digunakan analisis koefisien determinasi.
Hasil pengujian koefisien regresi secara parsial dengan uji t menunjukkan bahwa kualitas pelayanan, trust pelanggan serta interaksi antara kualitas pelayanan dengan trust pelanggan secara signifikan mempengaruhi komunikasi word of mouth.Sedangkan hasil pengujian koefisien regresi secara bersama-sama menunjukkan bahwa varaibel kualitas pelayanan, trust pelanggan serta interaksi antara kualitas pelayanan dengan trust pelanggan secara bersama-sama berpengaruh terhadap komunikasi word of mouth. Variabel-variabel kualitas pelayanan, trust pelanggan serta interaksi antara kualitas pelayanan dengan trust pelanggan mampu menjelaskan variabel komunikasi word of mouth sebesar 81%, dan sisanya sebesar 19% disebabkan oleh variabel lain yang tidak dimasukkan dalam model penelitian.
Kata Kunci    :Kualitas Pelayanan, Trust Pelanggan, dan Komunikasi
Word of Mouth
Korespondensi : salamatun_2009@yahoo.com
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