Saputra, Hega Naval Rimba and Prof. Dr. Dra. Noermijati, S.E., M.T.M., CPHR and Dr. Fatchur Rohman, S.E., M.Si., CMA (2023) Pengaruh1service. Quality. Dan Service Experience. Terhadap Word Of Mouth (Wom) Melalui Perceived Value Pada Konsumen Jasa Wedding Organizer (Wo) Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Industri pada bidang jasa merupakan salah satu industri yang sekarang semakin tumbuh mengikuti perkembangan jaman, khususnya jasa wedding organizer yang saat ini sedang berkembang pesat, oleh karena itu pada Februari 2021 dibentuklah HASTANA (Himpunan perusahaan penata acara pernikahan) agar bisa menyatukan dan menghimpun perusahaan wedding organizer seluruh Indonesia. Penelitian ini bertujuan untuk menginvestigasi faktor yang mempengaruhi word of mouth pada konsumen pengguna wedding organizer. Penelitian ini menggunakan word of mouth sebagai variabel dependen, service quality dan service experience sebagai variabel independen dan perceived value sebagai variabel mediasi. Penelitian ini dikategorikan sebagai explanatory research. Responden pada penelitian ini merupakan konsumen yang sudah pernah menggunakan jasa wedding organizer dan penentuan jumlah sampel pada penelitian ini menggunakan teknik purposive sampling dengan total sampel sebanyak 214 responden. Metode pengumpulan data menggunakan kuisioner dan data di analisis menggunakan SEM-PLS. Hasil temuan dari penelitian ini menunjukkan bahwa service quality, service experience, dan perceived value berpengaruh signifikan terhadap word of mouth. Perceived value juga berperan dalam memediasi penghubung antara service quality, service experience terharap word of mouth
English Abstract
The service sector is one that is adapting to the times, particularly wedding planning services, which are experiencing rapid growth. As a result, in February 2021, the Association of Wedding Planning Companies (HASTANA) was established to unite and organize wedding planning companies. all over Indonesia. The purpose of this study is to investigate the factors that influence customers who use wedding organizers' word-of-mouth recommendations. Word-of-mouth is the dependent variable in this study, while the independent variables are service quality and experience, and the mediating variable is perceived value. This examination is ordered as logical exploration. Customers who had used the services of a wedding organizer were the people who took part in this study, and a purposive sampling method was used to select 214 respondents for the sample. Questionnaires were used to collect the data, which were then analyzed using SEM-PLS. This study shows that word of mouth is significantly influenced by service quality, service experience, and perceived value. The relationship between service quality, service experience, and word of mouth is also mediated by perceived value.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0423020155 |
| Uncontrolled Keywords: | Service quality, service experience, perceived value, word of mouth. |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 03 Apr 2024 06:34 |
| Last Modified: | 03 Apr 2024 06:34 |
| URI: | http://repository.ub.ac.id/id/eprint/217858 |
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