PENGARUH KUALITAS LAYANAN DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN JASA KAROSERI

Abstract

In the process of decision making to use the products of goods and service the customers will be influenced by several factors. One of the factors is service, since service is the valuable factor which can give deep impression on customers. Moreover, another important factor is word of mouth communication. Generally, customers will share their experience to other potential customers. The purpose of this research is to examine the influence of service quality and the word of mouth to the decision. The population is the customers who have ever used the service of karoseri Gajah Mada Sidoarjo. The samples are 100 people who have been selected by using random sampling. The multiple regressions analysis are used as the analysis technique. The result of this research shows that the influence of service quality and word of mouth is significantly to the purchasing decision. It indicates that the service model is feasible to be used. This result is supported by the acquisition of correlation coefficient is 71.2% which shows that the correlation among these variables to the purchase decision is firm. The result of partial test shows that each variable which is used in this research model has positive and significant influence to the purchasing decision of the customers.
Keywords: Service Quality, Word of Mouth, and Purchasing Decision.