Analisis Pengaruh Kualitas Pelayanan, Kepuasan dan Insentif terhadap Perilaku Word Of Mouth Mahasiswa STIE Pelita Indonesia
Abstract
Increasing number of universities in Indonesia today demanding all universities both public and private to be able to improve the quality of competition. One of them is through the right marketing strategy. This study aims to determine the effect of service quality, satisfaction and incentives towardn word of mouth behavior on STIE Pelita Indonesia Pekanbaru students. The sample of this research are 100 respondents who are active students of STIE Pelita Indonesia Pekanbaru and the research method used is multiple linear regression analysis method. The results show that the variable of service quality, satisfaction, incentive partially have significant effect on word of mouth behavior on students. Through this research, the management of STIE Pelita Indonesia need to improve the academic service to the students and to maintain the incentive as one way to promote STIE Pelita Indonesia.
Keywords : The quality of service, satisfaction, incentive and word of mouth
References
Ghozali. 2009. Analisis Multivariate Lanjutan Dengan Program SPSS. Semarang: Badan Peneliti Universitas Diponegoro.
Hamzah, Purwati, A & Kadir, E. (2018). Quality Evaluation on Private Higher Education Institutions in Pekanbaru, Indonesia (Integrating Kano Model and Quality Function Deployment), 39(17), 24-34. Retrieved from http://www.revistaespacios.com/a18v39n17/a18v39n17p24.pdf
Hendrawan. 2009. PTS Indonesia Kian Kedodoran. (online). Retrieved from http:/www.Suarakarya.com
Kotler. 2007. Manajemen Pemasaran (12 jillid). PT.Indeks, Jakarta.
Kotler & G. Armstrong. 2000. Prinsip-prinsip Pemasaran (edisi ke3). PT. Prenhallindo, Jakarta.
Mira & Ayu 2010. Analisis faktor – faktor yang mempengaruhi Word Of Mouth mahasiswa Unimus. Semarang.
Kotler Philip & Kevin Lane Keller. 2006. Marketing Management. Pearson Education Inc.
Kotler Philip dan Kevin Lane Keller. 2009. Manajemen Pemasaran (edisi 13). Jakarta: Erlangga.
Purwati, A. & Sitompul, S. (2017). Aplikasi Model Kano dalam Pengukuran Kualitas Perguruan Tinggi Swasta Kota Pekanbaru Berdasarkan Perspektif Mahasiswa. Jurnal Cano Economos, 6(2),93-110. Retrieved from http://e-journal.upp.ac.id/index.php/Cano/article/view/1361
Sarwoto. 2000. Dasar-dasar Organisasi dan Manajemen. Jakarta: Ghalia Indonesia.
Setiawan dan Kodir, 2015. pengaruh kepuasan konsumen dan insentif terhadap perilaku word of mouth (WOM) konsumen warnet di kelurahan Dinoyo kota Malang. Malang. 13(1).
Sugiyono. 2010. Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. 2011. Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sulastiyono, A. 2011. Manajemen Penyelenggaraan Hotel.Seri manajemen Usaha Jasa Sarana Pariwisata dan Akomodasi. Alfabeta.
Widyasari & Fifilia. 2009. Analisis Pengaruh Produk, Harga, Promosi, Lokasi terhadap Keputusan Pembelian Rumah ( Studi pada Perumahan Graha Estetika Semarang ). Telaah Manajemen 6(2), 159–169.
Winardi. (2001). Motivasi & Pemotivasian dalam Manajemen. jakarta: PT. RajaGrafindo Persada.
