THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING DISCOUNTS AND SERVICE QUALITY ON CUSTOMER INTENTIONS FOR WORD OF MOUTH: STUDY ON ENGLISH COURSE CUSTOMERS DISCOVERY ENGLISH JOGJA

Rini Julia Agnes; Brigitta Gaby Kumaralalita; Gloria Vanessa; Luh Gita hari Dewi

doi:10.24071/icebmr.v2i1.185

Authors

Rini Julia Agnes Sanata Dharma University Author
Brigitta Gaby Kumaralalita Sanata Dharma University Author
Gloria Vanessa Sanata Dharma University Author
Luh Gita hari Dewi Sanata Dharma University Author

DOI:

https://doi.org/10.24071/icebmr.v2i1.185

Keywords:

discount, service quality, customer satisfaction, word of mout

Abstract

This study aims to determine: (1) the effect of discounts on customer intention for word of mouth, (2) the effect of service quality on customer intention for word of mouth, (3) the effect of customer satisfaction on customer intention for word of mouth, (4) customer satisfaction mediates the effect of discounts on customer intention for word of mouth, (5) customer satisfaction mediates the effect of discounts on customer intention for word of mouth. The sample used was 100 respondents using purposive sampling technique. Data analysis using SEM PLS with SmartPLS 3 software. The results show that: (1) discounts have a significant effect on customer intention for word of mouth, (2) service quality has a significant effect on customer intention for word of mouth, (3) customer satisfaction has a significant effect on customer intention for word of mouth, (4) customer satisfaction partially mediates the effect of discounts on customer intention for word of mouth, and (5) customer satisfaction partially mediates the effect of service quality on customer intention for word of mouth.

Downloads

Download data is not yet available.

References

Abdillah, W., & Harono, J. (2015). Partial Least Square (PLS): Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. Yogyakarta: Andi Offset.

Budiyanto, E. (2018). Pengaruh Persepsi Harga, Diskon Harga, dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Giant Supermarket Rungkut Surabaya. Global, 3(1).

Daryanto. (2021). Konsumen dan Pelayanan Prima. Yogyakarta: Gava Media.

Fernandes, A., & Solimun, S. (2018). The Mediation Effect of Customer Satisfaction in The Relationship Between Service Quality, Service Orientation, and Marketing Mix Strategy to Customer Loyalty. Journal of Management Development, 37(1), 76-87.

Gay, L. R., Mills, G. E., & Airasian, P. W. (2009). Educational Research: Competencies for Analysis and Applocations. USA: Pearson Education.

Kotler, P., & Armstrong, G. (2008). Principles of Marketing (12 ed.). England: Pearson.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15e ed.). England: Pearson.

Kurniawan, D. A. (2016). Pengaruh Persepsi Harga, Kualitas Pelayanan dan Citra Terhadap Niat Konsumen untuk Word of Mouth dengan Kepuasan sebagai

Lestari, A. (2013). Pengaruh Kualitas Layanan dan Harga Terhadap Word of Mouth Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Pengunjung Timezone Plaza Surabaya. Buletin Ekonomi, 11(1), 1-26.

Lovelock, C., & Wirtz, J. (2011). Services Marketing: People, Technology, Strategy (7 ed.). New Jersey: Pearson.

Peter, J. P., & Olson, J. C. (2010). Perilaku Konsumen dan Strategi Pemasaran (9 ed.). (D. T. Dwiadani, Trans.) Jakarta: Erlangga.

Rahayu, B., & Ruhamak. (2016). Pengaruh Word of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare. Jurnal Ekonomi Universitas Kadiri, 1(2), 188-204.

Sernovitz, A. (2009). Word of Mouth Marketing. Jakarta: Gramedia Pustaka Umum.

Sholihin , M., & Ratmono, D. (2013). Analisis SEM-PLS dengan WarpPLS 3.0. Yogyakarta: Andi Offset.

Sujana, & Wijaya, F. (2020). Pengaruh Kualitas Layanan dan Persepsi Harga Terhadap Kepuasan Pelanggan Serta Dampaknya Terhadap Word Of Mouth pada The Jungle Waterpark Bogor. Jurnal Ilmiah Pariwisata, 1(1).

Suliyanto. (2018). Metode Penelitian Bisnis untuk Skripsi, Tesis, & Disertasi. Yogyakarta: Penerbit Andi.

Tjiptono, F. (2014). Strategi Pemasaran. Yogyakarata: Andi Offset.

Tjiptono, F., & Chandra, G. (2017). Pemasaran Strategik (3 ed.). Yogyakarta: Penerbit Andi.

Tjiptono, F., Chandra, G., & Adriana, D. (2008). Pemasaran Strategik. Yogyakarta: Penerbit Andi.

Wijaya, F., & Sujana. (2020). Pengaruh Kualitas Layanan dan Persepsi Harga Terhadap Kepuasan Pelanggan Serta Dampaknya Terhadap Word of Mouth. Jurnal Ilmiah Pariwisata Kesatuan, 1(1), 9-18.

Zulganef. (2018). Metode Penelitian Bisnis dan Manajemen. Bandung: Refika Aditama.