PENGARUH KUALITAS PELAYANAN TERHADAP WORD OF MOUTH (WOM ) MELALUI KEPUASAN KONSUMEN PADA KANTOR POS KOTA SUNGAI PENUH

DENDI WIKA VALENTAMA, ELIYUSNADI, AWAL KHAIRI

Abstract

This research took place at the POS office of Sungai Penuh City. This study uses a quantitative approach where the data is obtained through the distribution of questionnaires at the Post Office of Sungai Penuh City as many as 30 people who then analyze the data using the SPSS Version 27 software application so that accurate information can be obtained. The conclusion of this study is, there is a direct influence between service quality (X) on consumer satisfaction (Z) it is known that the direct influence of the service quality variable on customer satisfaction is 0.458 or 45.8%, there is a direct influence between service quality (X) On the Word of Mouth (Y) it is known that the direct influence of the variable Quality of Service on the Word of Mouth is 0.532 or 53.2%. There is no direct influence between Consumer Satisfaction (Z) on Word of Mouth (WOM) (Y) because the value of Sig > or 0.198 > 0.05. There is no indirect effect between Service Quality (X) on Word of Mouth (WOM) (Y) through Consumer Satisfaction (Z) because the value of t count is 1.245 < t table 1.701 at = 0.05.