8/10/2019 Abstractsss

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PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN

DAN WORD OF MOUTH MAHASISWA PROGRAM STUDI

DIPLOMA III ADMINISTRASI PERPAJAKANFISIP USU

ABSTRAK

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh

kualitas pelayanan terhadap word of mouthmelalui kepuasan mahasiswa Program

Studi Diploma III Administrasi Perpajakan FISIP USU. Jenis penelitian adalah

deskriptif kuantitatif. Sifat penelitian adalah penelitian menjelaskan (deskriptif

explanatory). Penelitian ini menggunakan metode purposive sampling untukmengambil data 100 responden. M et o de analisis data mempergunakan analisis

jalur untuk mengetahui pengaruh langsung dan tidak langsung kualitas pelayanan

terhadap word of mouth melalui kepuasan mahasiswa, yang diolah dengan

program software AMOS 18. Hasil penelitian menunjukkan bahwa 1) kualitas

pelayanan berpengaruh positif dan signifikan terhadap word of mouthmahasiswa

melalui kepuasan mahasiswa, 2) kepuasan berpengaruh positif dan signifikan

terhadap word of mouthmahasiswa , 3) pengaruh tidak langsung (indirect effect)

kualitas pelayanan terhadap word of mouth melalui kepuasan mahasiswa

menghasilkan nilai 0.235, sedangkan pengaruh langsung (direct effect) kualitas

pelayanan terhadap word of mouth mahasiswa menghasilkan nilai 0.394, yang

berarti pengaruh langsung lebih besar daripada pengaruh tidak langsung. Hal iniberarti bahwa kepuasan dapat menjadi variabel intervening antara kualitas

pelayanan dan word of mouth, sehingga kepuasan mahasiswa perlu diperhatikan

untuk meningkatkan word of mouth. Secara teori untuk membentuk word of

mouth harus melalui kepuasan, kepuasan dapat dicapai dengan pemberian

pelayanan yang sesuai dengan harapan konsumen, oleh karena itu pihak FISIP

USU perlu meningkatkan kualitas pelayanannya.

Kata Kunci : Kualitas Pelayanan, Kepuasan, Word of Mouth

Universitas Sumatera Utara

8/10/2019 Abstractsss

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THE INFLUENCE OF SERVICE QUALITY ON STUDENTS SATISFACTION AND

WORD OF MOUTH IN DIPLOMA III OF TAXATION

ADMINISTRATION STUDY PROGRAM,FISIP USU

ABSTRACT

Te 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, FISI USU. The type of the research was

descriptive quantitative and its nature was descriptive explanatory. The samples

consisted of 100 respondents, taken by using purposive sampling technique. Thedata were analyzed by using linear analysis in order to know the direct and indirect

influence of service quality on students word of mouth through their satisfaction

which was processed by using AMOS 18 software program. 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. This indicated that satisfaction could be an

intervening variable between service quality and word of mouth so that students

satisfaction should be paid attention in order to increase word of mouth.

Theoretically, establishing word of mouth should be through satisfaction which can

be achieved by giving service which is in line with consumers expectation.

Therefore, the management of FISIP USU should improve their service quality.

Keywords: Service Quality, Satisfaction, Word of Mouth

Universitas Sumatera Utara