Word of Mouth Yang Dipengaruhi Kualitas Pelayanan, Servicescape, Dan Kepuasan Konsumen Di Coffeetamin Bonser
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Abstract
Tujuan dari studi ini untuk menguji pengaruh kualitas pelayanan, servicescape, dan kepuasan konsumen coffetamin terhadap word of mouth. Pada bulan Mei 2025, proses pengumpulan data dilakukan pada sebuah perusahaan yang bergerak di jasa layanan makanan dan minuman bernama Coffetamin. Jumlah sampel, peneliti teknik sampling “accidental sampling” sehingga diperoleh 100 responden utama. Selain itu, sebanyak 20 responden tambahan dilibatkan secara khusus untuk keperluan pengujian validitas dan reliabilitas instrumen penelitian. Penelitian ini menggunakan Analisis regresi linier berganda. Pengujian validitas, reliabilitas, serta asumsi klasik, serta uji regresi dilakukan menggunakan perangkat lunak IBM SPSS versi 26. Berdasarkan hasil dari olah data yang telah dilakukan dapat kami simpulkan sebagai berikut: secara simultan ketiga variabel bebas berpengaruh terhadap word of mouth, secara parsial, Kualitas pelayanan tidak terbukti berpengaruh terhadap word of mouth, servicescape berpengaruh terhadap word of mouth, kepuasan konsumen coffeetamin berpengaruh terhadap word of mouth.
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