PENGARUH WORD OF MOUTH DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN BARBERSHOP RGK DI DESA WAIARA KECAMATAN KEWAPANTE
DOI:
https://doi.org/10.59603/projemen.v13i2.1565Keywords:
Word of Mouth, Kualitas Pelayanan, Kepuasan PelangganAbstract
This study aims to understand the overview of Word of Mouth (WOM), service quality, and customer satisfaction, as well as to analyze the influence of Word of Mouth and service quality on customer satisfaction at RGK Barbershop in Waiara Village, Kewapante District. This research uses a quantitative approach with a sample size of 100 respondents who are customers of RGK Barbershop. Data collection was conducted through questionnaires, while data analysis used multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The results of the study show that Word of Mouth received a perception score of 73.55, in the good category; service quality scored 74.08, also in the good category; and customer satisfaction scored 72.9, again in the good category. Partially, Word of Mouth has a positive and significant effect on customer satisfaction, while service quality has a negative and significant effect on customer satisfaction. Simultaneously, Word of Mouth and quality. Service has a significant impact on customer satisfaction with a significance value of 0.000 and an F-count of 11.082 > F-table 3.09. The coefficient of determination is 18.6%, while 81.4% is influenced by other factors outside the study. Therefore, Word of Mouth and service quality together have a significant effect on customer satisfaction at Barbershop RGK in Waiara Village, Kewapante District.
Keywords: Word of Mouth, Service Quality, Customer Satisfaction.
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