PENGARUH DIFFERENTIATION, SATISFACTION DAN QUALITY TERHADAP WORD OF MOUTH MARKETING PADA MAHASISWA DI PERGURUAN TINGGI SWASTA JAKARTA BARAT

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Published: Sep 11, 2018
DOI: https://doi.org/10.24912/jmieb.v2i1.1733
Keywords:
Differentiation Satisfaction Quality Word of Mouth

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Zahrida Zainal Wiryawan
Tarumanagara

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh differentiation, satisfaction dan Quality terhadap word of mouth marketing pada mahasiswa. Mahasiswa yang diteliti sebanyak 250 di lima Universitas di  Jakarta Barat. Pengumpulan data dengan menyebarkan kuesioner dan di analisis secara deskriptif, regresi dengan uji F dan t.  Hasil riset menunjukkan bahwa, secara menyeluruh menunjukkan hasil yang signifikan, artinya terdapat pengaruh secara simultan antara differentiation, satisfaction  dan quality terhadap word of mouth. Melalui uji t/secara individu masing-masing variabel juga terdapat hasil yang signifikan artinya baik differentiation, satisfaction dan quality terhadap word of mouth pada mahasiswa. Melalui hasil penelitian ini dapat memberikan informasi dalam mengetahui pentingnya adanya differentiation, satisfaction dan quality bagi suatu perguruan tinggi. Karena hal dapat mempengaruhi word of mouth pada mahasiswa.  Dengan demikian dapat mendorong kegiatan promosi yang dapat meningkatkan peminatan bagi masyarakat untuk memilih suatu perguruan tinggi .

Article Details

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Vol. 2 No. 1 (2018): Jurnal Muara Ilmu Ekonomi dan Bisnis
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Articles
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.

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