Open AccessThe Influence of Product Quality, Service Quality and Personal Selling on Customer Satisfaction and the Impact on Customer Word of Mouth in PT.XYZ Balaraja Branch
Author(s) -
Salomo Roy Freddy,
. Zulfitri,
Dudi Permana
Publication year - 2020
Publication title -
international journal of innovative science and research technology
Language(s) - English
Resource type - Journals
ISSN - 2456-2165
DOI - 10.38124/ijisrt20aug355
Subject(s) - lisrel , word of mouth , service quality , customer satisfaction , product (mathematics) , structural equation modeling , marketing , advertising , quality (philosophy) , service (business) , business , customer retention , customer delight , voice of the customer , mathematics , statistics , philosophy , geometry , epistemology
This research aims to find out the effect of product quality, service quality and personal selling on customer satisfaction and its impact towards word of mouth communication on PT.XYZ customers. This research is a quantitative research with the sampling technique used is non random sampling technique. The population level determined in this study consists of customers from PT.XYZ branch Balaraja who actively transact at least 3 times the period range until 2019. The research data is primary data from questionnaire given to 165 respondents and secondary data from company data. Analysis method of this research is Structural Equation Modelling with software LISREL 8.8. Research result shows that product quality, service quality, and personal selling have a positive and significant effect on customer satisfaction, and customer satisfaction have a positive and significant effect on word of mouth. Product quality, service quality, and personal selling have a positive and significant effect on word of mouth. Product quality is the strongest influence on customer satisfaction. Personal selling is the strongest influence on word of mouth