Authors :
Salomo Roy Freddy; Zulfitri; Dudi Permana
Volume/Issue :
Volume 5 - 2020, Issue 8 - August
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/2YMqTg8
DOI :
10.38124/IJISRT20AUG355
Abstract :
This research aims to find out the effect of
product quality, service quality and personal selling on
customer satisfaction and its impact towards word of
mouth communication on PT.XYZ customers. This
research is a quantitative research with the sampling
technique used is non random sampling technique. The
population level determined in this study consists of
customers from PT.XYZ branch Balaraja who actively
transact at least 3 times the period range until 2019. The
research data is primary data from questionnaire given
to 165 respondents and secondary data from company
data. Analysis method of this research is Structural
Equation Modelling with software LISREL 8.8.
Research result shows that product quality, service
quality, and personal selling have a positive and
significant effect on customer satisfaction, and customer
satisfaction have a positive and significant effect on
word of mouth. Product quality, service quality, and
personal selling have a positive and significant effect on
word of mouth. Product quality is the strongest
influence on customer satisfaction. Personal selling is
the strongest influence on word of mouth
Keywords :
Product Quality, Sevice Quality, Personal Selling, Customer Satisfaction, Word Of Mouth.
This research aims to find out the effect of
product quality, service quality and personal selling on
customer satisfaction and its impact towards word of
mouth communication on PT.XYZ customers. This
research is a quantitative research with the sampling
technique used is non random sampling technique. The
population level determined in this study consists of
customers from PT.XYZ branch Balaraja who actively
transact at least 3 times the period range until 2019. The
research data is primary data from questionnaire given
to 165 respondents and secondary data from company
data. Analysis method of this research is Structural
Equation Modelling with software LISREL 8.8.
Research result shows that product quality, service
quality, and personal selling have a positive and
significant effect on customer satisfaction, and customer
satisfaction have a positive and significant effect on
word of mouth. Product quality, service quality, and
personal selling have a positive and significant effect on
word of mouth. Product quality is the strongest
influence on customer satisfaction. Personal selling is
the strongest influence on word of mouth
Keywords :
Product Quality, Sevice Quality, Personal Selling, Customer Satisfaction, Word Of Mouth.
