Peran Kepuasan, Loyalitas dan Kepercayaan Pelanggan Dalam Meningkatkan Word of Mouth: Sebuah Pembelajaran dari Lembaga Kursus dan Pelatihan (LKP)
DOI:
https://doi.org/10.22441/jimb.v5i3.6934Kata Kunci:
WOM, Kepuasan Pelanggan, Loyalitas pelanggan, Kepercayaan, Lembaga Pelatihan dan KursusAbstrak
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kepuasan pelanggan, loyalitas pelanggan dan kepercayaan terhadap word of mouth (WOM) di lembaga pelatihan dan kursus. Sebuah pelajaran dari Speak Project Academy, sebuah startup spesialis training untuk public speaking dan softskill lainnya di Indonesia dari perspektif konsumen. Penelitian ini dirancang dengan menggunakan eksperimen konklusif, dalam tipe kasual, dengan metode kuantitatif dan survei. Metode pengambilan sampel yang digunakan adalah probability sampling dan data dianalisis dengan SEM-PLS dengan WarpPLS 6.0. Data diambil dengan memberikan kuesioner online kepada responden melalui email. Responden adalah para alumni Speak Project. 128 kuesioner online dikumpulkan. Hasil penelitian menunjukkan bahwa kepuasan pelanggan berpengaruh positif signifikan terhadap loyalitas dan kepercayaan pelanggan, selanjutnya loyalitas dan kepercayaan pelanggan mempengaruhi WOM secara positif dan signifikan. Di sisi lain, kepuasan pelanggan tidak berpengaruh signifikan secara langsung terhadap WOM. Koefisien Adjusted R-squared WOM adalah 0,561 yang berarti 56% WOM dapat dibuat dengan kepuasan, loyalitas, dan kepercayaan pelanggan.Unduhan
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