PENGARUH RETAILER PERFORMANCE, SALES FORCE, DAN SERVIS QUALITY TERHADAP CUSTOMER TRUST DENGAN WORD OF MOUTH (WOM) SEBAGAI VARIABEL INTERVENING DI PT H3I INDONESIA

Abstract

In marketing a product customer trust and word of mouth is the main thing to look for consumers. This is why the authors are interested to know the relationship between word of mouth and customer trust, in marketing a product that is a GSM card 3 (tri). By looking at the factors that determine word of mouth using variables retailer performance, sales force, and quality sales at PT H3I. The population in this study is a community of users who terlisting H3I product on the list of Customer in Semarang. The sample in this study using the 129 respondents, with data collection using questionnaires, while the method of analysis using multiple linear regression. Results of analysis using SPSS version 20 states that: the influence of variables retailer performance, sales force and sales quality to the word of mouth where it has tcount> ttabel with sig. <.05, And F count> F table (f word count of mouth 161.352> 2.68) with a coefficient of determination of 79%. While the count of customer trust 56.434 f> 3.92 with a coefficient of determination of 30.2%. Keywords: Retailer Performance, Sales Force, Sales Quality, Word Of Mouth and Customer Trust.