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Title: | Hubungan antara Kepuasan Konsumen dengan Word of Mouth pada Kosumen Tina Salon Medan |
Other Titles: | The Correlations between Customer Satisfaction and Word of Mouth in Tina Salon Medan Consumers |
Authors: | Siahaan, Mika Florida |
metadata.dc.contributor.advisor: | Saragih, Adelin A. |
Keywords: | kepuasan konsumen;word of mouth;konsumen;customer satisfaction;word of mouth;consumen |
Issue Date: | 16-Feb-2023 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;188600135 |
Abstract: | Penelitian ini bertujuan untuk mengetahui hubungan antara kepuasan konsumen dengan word of mouth pada konsumen Tina Salon Medan. Hipotesis yang diajukan ialah adanya hubungan positif antara kepuasan kosumen dengan word of mouth pada konsumen Tina Salon Medan. Sampel dalam penelitian ini berjumlah 83 konsumen Tina Salon Medan. Teknik pengambilan sampel yang digunakan ialah purposive sample. Metode penelitian yang digunakan adalah metode kuantitatif. Bentuk skala yang digunakan adalah skala Likert, dimana terdapat dua skala yaitu skala kepuasan konsumen dan word of mouth. Teknik analisis data yang digunakan dalam penelitian ini ialah analisis korelasi product moment dari Karl Pearson. Berdasarkan hasil a nalisis data yang telah dilakukan dinyatakan bahwa adanya hubungan signifikan antara kepuasan konsumen dengan word of mouth (rxy= 0,880; P = 0,000 < 0, 05). Kemudian diketahui bahwa kontribusi kepuasan konsumen terhadap word of mouth sebesar 77,4% dan selebihnya dipengaruhi oleh faktor lainnya yang tidak terungkap pada penelitian ini, yaitu loyalitas, kualitas jasa, nilai yang dirasakan, kepercayaan. Adapun kesimpulan penelitian yaitu ada hubungan positif yang sangat signifikat antara kepuasan konsumen dengan word of mouth. This study aims to determine the correlations between consumer satisfaction and word of mouth in Tina Salon Medan consumers. The hypothesis proposed is that there is a positive correlations between customer satisfaction and word of mouth in Tina Salon Medan consumers. The sample in this study was 83 consumers of Tina Salon Medan. The sampling technique used is purposive sample. The research method used is a quantitative method. The form of scale used is the Likert scale, where there are two scales, namely the consumer satisfaction scale and the word of mouth. The data analysis technique used in this study is product moment correlation analysis from Karl Pearson. Based on the results of data analysis that has been carried out, it is stated that there is a significant correlations between consumer satisfaction and word of mouth (rxy = 0.880; P = 0.000 < 0.05). Then it was discovered that the contribution of consumer satisfaction to word of mouth was 77.4% and the rest was influenced by other factors that were not revealed in this study, namely loyalty, quality of service, perceived value, trust. The conclusion of the study is that there is a very significant positive correlations between consumer satisfaction and word of mouth. |
Description: | 72 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/19691 |
Appears in Collections: | SP - Psychology |
Files in This Item:
File | Description | Size | Format | |
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188600135 - Mika Florida Siahaan - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.38 MB | Adobe PDF | View/Open |
188600135 - Mika Florida Siahaan - Chapter IV.pdf Restricted Access | Chapter IV | 353.86 kB | Adobe PDF | View/Open Request a copy |
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