KUALITAS PELAYANAN DAN KEPUASAN MAHASISWA SEBAGAI ANTESEDEN VALENSI WORD OF MOUTH PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG

Abstract

H. B. Ardianto*)
Nazaruddin Malik **) dan Eko Handayanto **)
Magister Manajemen Universitas Muhammadiyah Malang
E-mail: Hbardianto@yahoo.co.id

ABSTRACT

A research to examined the effect service quality toward student satisfaction, effect of service quality
toward word of mouth valence, effect of student satisfaction toward word of mouth valence of student
University of Muhammadiyah Malang. The treatment were used questionnaire, each statement on
questionnaire used to know respondent respon very disagree until very agree. Based on answer
questionnaire result collected 105 responden, data were analysis technique of Structural Equation
Model (SEM). The result show that service quality has a positive influence and significant toward
student satisfaction, service quality has a positive influence but not significant toward word of mouth
valence, student satisfaction has a positive influence and significant toward word of mouth valence.
Data result show that service quality has an indirect positive influence toward word of mouth valence
through student satisfaction. Student satisfaction has a direct positive influence and significant toward
word of mouth valence on private university.

Key words: service quality, satisfaction, word of mouth valence