EFFECT OF SERVICE QUALITY AND CUSTOMER SATISFACTION OF WORD OF MOUTH IN PT. TELKOMSEL OF PALEMBANG CITY

Abstract

This study aims to determine whether the variables of service quality and customer satisfaction have an influence on word of mouth in GraPARI Telkomsel Palembang. The population in this study was all GraPARI Telkomsel Palembang customers, with a sample of 100 visitors who had used the GraPARI Telkomsel Palembang service before. This study uses multiple linear regression analysis techniques to determine the effect of service quality and customer satisfaction variables on word of mouth. The results of this study indicate that the service quality variable has a coefficient value of 0.416 and variable el customer satisfaction has a regression coefficient of 0.601. This shows that both service quality and customer satisfaction variables have a significant effect on the word of mouth variable partially, with a greater influence on customer satisfaction variables on word of mouth compared to the service quality variable.

Keywords

• service quality
• customer satisfaction
• word of mouth
• palembang