PENGARUH WORD OF MOUTH, BRAND IMAGE, SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION di SPBU 44.513.20 CAMPUREJO BOJA
Abstract
44.513.20 gas stations Campurejo Boja experienced problems at the pump where consumer satisfaction is low, the indication appears on the decrease in sales volume during the last 6 months. The low consumer satisfaction at the pump 44.513.20 Campurejo Boja allegedly motivated by the low word of mouth, brand image and service quality at the pump 44.513.20 Campurejo Boja. The formulation of the problem in this research is how the management of the effort to improve consumer satisfaction at the pump 44.513.20 Campurejo Boja.
The population in this research is consumers who make purchases at the pump 44.513.20 Campurejo Boja from the date of August 1, 2015 until December 15, 2015 which amounted to 366 people. The number of samples taken in this study was determined by simple random sampling method, where all the population have an equal chance to be selected into the sample. The number of samples in this research as many as 79 people. Data analysis technique used is the Multiple Linear Regression and hypothesis testing partially or simultaneously.
The research hypothesis first, second and third states that a variable word of mouth, brand image and service quality partially positive and significant impact on consumer satisfaction can be accepted, because t value of each independent variable is 2.991, 2.576 and 3.157> t table 1.66488. F Value counted has 30.964 F count> F table 2,73. Adjusted R2 value of 0.535, which means variable variation consumer satisfaction at gas stations 44.513.20 Campurejo Boja be explained by word of mouth, brand image and service quality by 0,535 or 53.5 per cent, while the remaining 46.5 per cent are affected by other variables outside the model.
Keywords: word of mouth, brand image, service quality and consumer satisfaction.
The population in this research is consumers who make purchases at the pump 44.513.20 Campurejo Boja from the date of August 1, 2015 until December 15, 2015 which amounted to 366 people. The number of samples taken in this study was determined by simple random sampling method, where all the population have an equal chance to be selected into the sample. The number of samples in this research as many as 79 people. Data analysis technique used is the Multiple Linear Regression and hypothesis testing partially or simultaneously.
The research hypothesis first, second and third states that a variable word of mouth, brand image and service quality partially positive and significant impact on consumer satisfaction can be accepted, because t value of each independent variable is 2.991, 2.576 and 3.157> t table 1.66488. F Value counted has 30.964 F count> F table 2,73. Adjusted R2 value of 0.535, which means variable variation consumer satisfaction at gas stations 44.513.20 Campurejo Boja be explained by word of mouth, brand image and service quality by 0,535 or 53.5 per cent, while the remaining 46.5 per cent are affected by other variables outside the model.
Keywords: word of mouth, brand image, service quality and consumer satisfaction.
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