Pengaruh dimensi kualitas pelayanan  terhadap kepuasan konsumen dan word-of-mouth positif  (Studi pada pelanggan Abe Internet Caffe)

Ameditawati, Guinnes

Abstrak This research was aims at: analyzing the impact of dimension of service quality (included: reliablity, assurance, tangible, emphaty, and responisiveness) on customer satisfaction, and the impact of customer satisfaction on positive word-of-mouth. The set of hypotheses was: the reliablity dimension have a significant effect to customer satisfaction, the assurance dimension have a significant effect to customer satisfaction, the tangible dimension have a significant effect to customer satisfaction, the emphaty dimension have a significant effect to customer satisfaction, the responisiveness dimension have a significant effect to customer satisfaction, and customer satisfaction have a significant effect to positive word-of-mouth. This research was conducted in internet connection services. The sample unit was 100 customers who use internet connection services in Abe Internet Caffe in at least 4 mounth ago. Sampling was conducted by non probability sampling with purpossive sampling method. The respondent answer’s was converted into likert’s 7 point scale. The collected data was analyzed with confirmatory factor analysis, and Structural Equation Modelling (SEM) analysis by using AMOS version 4.01 software to confirm the conceptual model proposed in this research. Before analysis, validity and reliability tests, and the result of the test was satisfied the prerequiste criteria. The result of Goodness of Fit tests from the conceptual model proposed in this research was: X² = 393,470; Probability level = 0,073; CMIN/DF = 1,111; GFI = 0,864; AGFI = 0,833; NFI = 0,769; TLI = 0,965; CFI = 0,970; RMSEA = 0,026; IFI = 0,971. The findings of the research are: there was a significant effect from dimension of service quality (included: reliablity, assurance, emphaty, and responisiveness) to customer satisfaction, except from tangible dimension who was not a significant effect to customer satisfaction, which in turn a reliablity, assurance, emphaty, and responisiveness dimension has been a significant effect to positive word-of-mouth in Abe Internet Caffe.