Andriana, Ririn (2023) Mediasi Kepuasan dan Loyalitas Siswa pada Pengaruh Kualitas Pelayanan dan Citra Institusi Terhadap Word of Mouth Siswa Sekolah Menengah Kejuruan Swasta di Jawa Timur. Doctoral thesis, Program Pascasarjana Universitas Merdeka Malang.

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Abstract

This study is purposed to describe service quality, institutional image, student’s satisfaction, student’s loyalty, and word of mouth, which analyzes the mediation of student satisfaction and loyalty on the influence of service quality and institutional image on word of mouth. This study uses explanatory research, based on 190 sampling students of 12.054 total students from 17 Vocational High Schools in East Java. Purposive sampling by random sampling is used as the sampling technique. The analysis technique uses descriptive analysis and Structural Equation Modeling (SEM) analysis. The results of the analysis shows that word of mouth is formed by the ability of speak positively, the willingness to recommend to others, and the willingness to encourage purchases. Student’s loyalty f ormed by cognitive, affective, conative, and action. Student’s satisfaction is formed by meeting expectations, easiness of obtaining, and being satisfied with all services. Service quality is shaped by physical evidence, reliability, responsiveness, assurance, and empathy. The image of the institution is formed by the personality, reputation, values, and identity of the institution. Service quality and institutional image have a positive and significant effect on student’s satisfaction. Service quality and institutional image have a positive and significant effect on student’s loyalty. Service quality and institutional image have a positive and significant effect on word of mouth. Service quality and institutional image have a positive and significant effect on student’s loyalty through student’s satisfaction. Student’s satisfaction has a positive and significant effect on word of mouth through student’s loyalty. Service quality and institutional image have a positive effect on word of mouth through student’s satisfaction and student’s loyalty.

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