PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN DENGAN WORD OF MOUTH SEBAGAI VARIABEL MODERASI DI BIRO PERJALANAN DEWANGGA LIL HAJJ WAL UMROH SURAKARTA

Abstract

Travel Agents Dewangga Lil Umrah Hajj Wal Surakarta in an effort to improve
customer satisfaction to improve the quality of service is optimal. The purpose of this
study was to analyze the significance of the influence of service quality, price and word
of mouth on customer satisfaction. Analyzing the impact of service quality and price to
customer satisfaction moderated word of mouth. This study uses survey method, the type
of data used quantitative and qualitative data, the data source used primary data and
secondary data. The population of consumers who use the services at the Bureau
Dewangga Lil Umrah Hajj Wal Surakarta in 2016, amounting to 429 worshipers. The
number of samples in this study were 86 respondents, the sampling technique uses
accidental sampling. Data collection methods are used: questionnaires and
documentation. Data analysis technique used to test the validity, reliability test, classic
assumption test, multiple linear regression analysis and classical assumption. In
conclusion: There was a significant effect of service quality on customer satisfaction.
There was a significant influence on the price of consumer satisfaction. There was a
significant effect of word of mouth on customer satisfaction. Word of mouth is not
moderate the impact of service quality to customer satisfaction. Word of mouth does not
moderate the effect of price on consumer satisfaction.
Keywords: quality of service, price, word of mouth, customer satisfaction