Pengaruh Word of Mouth, Electronic Word of Mouth dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan

Authors

  • Andri Astuti Itasari Universitas Slamet Riyadi
  • Nurnawati Hindra Hastuti Universitas Slamet Riyadi
  • Agus Supriyadi Universitas Slamet Riyadi

DOI:

https://doi.org/10.21111/ejoc.v5i2.5069

Keywords:

Word Of Mouth, Electronic Word Of Mouth, Kualitas Pelayanan, Kepuasan Pelanggan, Desa Wisata Sidowayah Klaten, Quality Of Services, Customers’ Satisfaction, Tourism Village Sidowayah Klaten

Abstract

AbstrakPenelitian ini bertujuan untuk mengetahui pengaruh word of mouth, electronic word of mouth dan kualitas pelayanan terhadap kepuasan pelanggan di desa wisata Sidowayah, Klaten. Penelitian ini merupakan penelitian kuantitatif eksplanatif yaitu menjelaskan generalisasi sampel terhadap populasinya, serta untuk mengetahui hubungan atau pengaruh variabel satu dengan variabel yang lainnya. Metode yang digunakan yaitu metode penelitian kuantitatif eksplanatif dengan penelitian survei. Populasi penelitian merupakan responden yang berkunjung di desa wisata, sedangkan teknik pengambilan sampel secara nonprobabilitas dengan menggunakan accidental sampling atau convinance sampling dengan total 96 responden. Teknik pengumpulan data menggunakan kuesioner sebagai data primer dan data sekunder didapatkan dari data arsip dan dokumen. Uji Validitas Data menggunakan Uji Product Moment dan Uji Reliabilitas Data menggunakan Uji Cronbach Alpha. Sedangkan teknik analisis yang digunakan yaitu analisis regresi berganda. Hasil penelitian menunjukkan bahwa secara uji serentak yaitu word of mouth, electronic word of mouth dan kualitas pelayanan secara bersamasama berpengaruh signifikan terhadap kepuasan pelanggan di desa wisata Sidowayah, Klaten. Sedangkan secara individual dengan menggunakan uji parsial menunjukkan bahwa variabel word of mouth, electronic word of mouth dan kualitas pelayanan berpengaruh signifikan dengan masingmasing nilai probabilitas sebesar 0,005 (p<0,05), 0,001 (p<0,05 dan 0,000 (p<0,05).AbstractThe aims of this research are to know how big the influence word of mouth, electronic of mouth, and quality of services toward customer’s satisfaction in tourism village of Sidowayah, Klaten. This research is a quantity explanation research; explain the generalization sample to its population and to know the relationship or influence by one variable to another. The method used is quantitaif explanatif survey research. Research population is responds who visit tourism village, Sidowayah, Klaten, and the technique of taking sample is nonprobability by using accidental sampling or convinance sampling with 96 responds. The technique of collecting data is by questionnaire as a primer data and files or documents as a seconder data. Test the validity of data is by using Testing of Product Moment and the test of reliability of data is by using Testing of Cronbach Alpha. Then, the analysis technique uses analysis double regression. The result of the research shows that test all in at once of word of mouth, electronic word of mouth and quality of services having significant influence to customer’s satisfaction in tourism village in Sidowayah, Katen. Meanwhile, individually test using partial test shows that the variable of word of mouth, electronic word of mouth and quality of services have significant influence in each value of probability in 0,005 (p<0,05), 0,001 (p<0,05 dan 0,000 (p<0,05)

References

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Published

2021-01-04

Issue

Vol. 5 No. 2 (2020): ETTISAL: Journal of Communication

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