PENGARUH WORD OF MOUTH DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA MADU TIGA BEACH AND RESORT

Abstract

Broadly speaking, this study aims to determine the effect of word of mouth and service quality partially on loyalty or customer loyalty, the effect of word of mouth and service quality partially on satisfaction or customer satisfaction, the effect of word of mouth on customer loyalty through customer satisfaction, influence the effect of service quality on customer loyalty through customer satisfaction and the influence of customer satisfaction on customer loyalty. The population in this study were all customers of Madu Tiga Beach and Bintan Resort. Determination of the sample using random incidental sampling method, with sampling techniques using iteration formula to obtain 100 respondents. Data collection methods used were questionnaire / questionnaire. The analytical methods used in this study are descriptive test, data quality test, classic assumption test, path analysis and hypothesis testing. The results of the analysis in this study indicate that word of mouth partially significantly influences customer loyalty, service quality partially does not significantly influence customer loyalty. Customer satisfaction is able to mediate between word of mouth and service quality on customer loyalty and customer satisfaction partially affect customer loyalty. Based on research results, Madu Tiga Beach and Resort Bintan is expected to continue to increase customer loyalty by taking into account the factors that support and support service quality and the effect of word of mouth itself.