Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh kualitas layanan terhadap word of mouth yang dimediasi oleh kepercayaan. penelitian dilakukan di dindin shop dengan sampel 145 orang. metode penelitian ini menggunakan sampel jenuh dan pengumpulan data dilakukan melalui kuisioner. teknik analisis data yang digunakan adalah path analysis. hasil penelitian ini menunjukan adanya pengaruh positif dan signifikan dari kualitas layanan terhadap word of mouth, kepercayaan terhadap word of mouth serta kepercayaan mampu memediasi secara parsial hubungan antara kualitas layanan dan word of mouth. kata kunci: kualitas layanan, word of mouth, kepercayaan

ABSTRACT This study aims to determine the effect of service quality on word of mouth which is mediated by trust. The research was conducted at Dindin Shop with a sample of 145 people. This research method uses a saturated sample and data collection is done through a questionnaire. The data analysis technique used is Path Analysis. The results of this study indicate that there is a positive and significant influence of service quality on word of mouth, trust in word of mouth and trust in being able to partially mediate the relationship between service quality and word of mouth. Keywords: Service Quality, Word of Mouth, Trust.