PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN

DAN WORD OF MOUTH MAHASISWA PROGRAM STUDI

DIPLOMA III ADMINISTRASI PERPAJAKAN
FISIP USU

ABSTRAK
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh
kualitas pelayanan terhadap word of mouth melalui kepuasan mahasiswa Program
Studi Diploma III Administrasi Perpajakan FISIP USU. Jenis penelitian adalah
deskriptif kuantitatif. Sifat penelitian adalah penelitian menjelaskan (deskriptif
explanatory). Penelitian ini menggunakan metode purposive sampling untuk
mengambil data 100 responden. M e t o d e analisis data mempergunakan analisis
jalur untuk mengetahui pengaruh langsung dan tidak langsung kualitas pelayanan
terhadap word of mouth melalui kepuasan mahasiswa, yang diolah dengan
program software AMOS 18. Hasil penelitian menunjukkan bahwa 1) kualitas
pelayanan berpengaruh positif dan signifikan terhadap word of mouth mahasiswa
melalui kepuasan mahasiswa, 2) kepuasan berpengaruh positif dan signifikan
terhadap word of mouth mahasiswa , 3) pengaruh tidak langsung (indirect effect)
kualitas pelayanan terhadap word of mouth melalui kepuasan mahasiswa
menghasilkan nilai 0.235, sedangkan pengaruh langsung (direct effect) kualitas
pelayanan terhadap word of mouth mahasiswa menghasilkan nilai 0.394, yang
berarti pengaruh langsung lebih besar daripada pengaruh tidak langsung. Hal ini
berarti bahwa kepuasan dapat menjadi variabel intervening antara kualitas
pelayanan dan word of mouth, sehingga kepuasan mahasiswa perlu diperhatikan
untuk meningkatkan word of mouth. Secara teori untuk membentuk word of
mouth harus melalui kepuasan, kepuasan dapat dicapai dengan pemberian
pelayanan yang sesuai dengan harapan konsumen, oleh karena itu pihak FISIP
USU perlu meningkatkan kualitas pelayanannya.

Kata Kunci : Kualitas Pelayanan, Kepuasan, Word of Mouth

Universitas Sumatera Utara

THE INFLUENCE OF SERVICE QUALITY ON STUDENTS SATISFACTION AND

WORD OF MOUTH IN DIPLOMA III OF TAXATION
ADMINISTRATION STUDY PROGRAM,
FISIP USU

ABSTRACT

Te objective of the research was to know and to analyze the influence of service
quality on students word of mouth through their satisfaction in the Diploma III of
Taxation Administration Study Program, FISI USU. The type of the research was
descriptive quantitative and its nature was descriptive explanatory. The samples
consisted of 100 respondents, taken by using purposive sampling technique. The
data were analyzed by using linear analysis in order to know the direct and indirect
influence of service quality on students word of mouth through their satisfaction
which was processed by using AMOS 18 software program. The result of the
research showed that 1) service quality had positive and significant influence on
students word of mouth through their satisfaction, 2) satisfaction had positive and
significant influence on students word of mouth, and 3) there was indirect influence
of service quality on students word of mouth through their satisfaction with the
value of 0.235, while there was direct influence of service quality on students word
of mouth with the value of 0.394 which indicated that direct influence was more
dominant that indirect influence. This indicated that satisfaction could be an
intervening variable between service quality and word of mouth so that students
satisfaction should be paid attention in order to increase word of mouth.
Theoretically, establishing word of mouth should be through satisfaction which can
be achieved by giving service which is in line with consumers expectation.
Therefore, the management of FISIP USU should improve their service quality.
Keywords: Service Quality, Satisfaction, Word of Mouth

Universitas Sumatera Utara