PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP WORD OF MOUTH DENGAN KEPUASAN PELANGAN SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA D’MARLEN AESTETIC CLINIC KOTA SUNGAI PENUH )

nurinsyirah, najmi (2024) PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP WORD OF MOUTH DENGAN KEPUASAN PELANGAN SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA D’MARLEN AESTETIC CLINIC KOTA SUNGAI PENUH ). Diploma thesis, SEKOLAH TINGGI ILMU EKONOMI SAKTI ALAM KERINCI.

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Abstract

This research aims to determine the influence of service quality and price on word of mouth with customer satisfaction as an intervening variable at the D'Marlen Aestetic Clinic, Sungai Penuh City. D'Marlen Aestetic Clinic itself operates in the beauty services sector. This research uses a quantitative descriptive approach. The research method used is the survey method. The research results show that service quality and customer satisfaction have a positive and significant effect on word of mouth. Meanwhile, price has no significant effect on word of mouth. Furthermore, service quality has no effect on customer satisfaction, while price has a positive and significant effect on customer satisfaction. For the intervening variable, it was found that customer satisfaction did not play a role as an intervening variable in the influence of service quality on customer word of mouth, while customer satisfaction played a role as an intervening variable on the influence of price on word of mouth. . Keywords: Service Quality, Price, Customer Satisfaction, Word of Mouth

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