THE INFLUENCE OF WORD OF MOUTH AND SERVICE EXELLENT ON CONSUMER SATISFACTION

Abstract

This research aims to determine the effect of word of mouth and excellent service on customer satisfaction at the Alfamart T-junction Keramat Pakuhaji Tangerang. The data in this study are qualitative in the form of quantitative data, because data analysis uses statistical analysis, the qualitative data form is used as quantitative data. And qualitative is converted into quantitative form data using the Likert scale method. A sample of 60 respondents was taken using the incidental sampling technique, that is, anyone who happens to meet the researcher can be used as a sample. Proposed statistical tests which include validity test, reliability test, classic assumption test, simple regression, multiple regression, simple correlation test, multiple correlation test, and determination coefficient of determination. And done by testing the hypothesis that includes partial test (t test) and silmutan test (f test). The results showed that partially the Word of Mouth (X1) variable had a positive effect on Customer Satisfaction (Y). This is indicated by tcount> ttable, namely 5.293> 2.001, and Service Excellent (X2) has a positive effect on Customer Satisfaction (Y). This is indicated by tcount> ttable which is 3.702> 2.001 and a significant regression value of 0.000 is less than 0.050. And simultaneously the variables Word of Mouth (X1) and Service Excellent (X2) have a positive effect on Customer Satisfaction (Y), namely Fcount> Ftable of 11.066> 3.16. With the value of the multiple regression equation Y = 7.778 + 0.304 X1 + 0.494 X2 with a determination coefficient of 28.0%, the rest is influenced by factors not examined