Article Sidebar

Download
PDF
Statistic
Read Counter : 73 Download : 43

Main Article Content

Abstract

Purpose: This study examines the effect of Service Quality, Price, and Word of Mouth (WOM) on Customer Satisfaction at the Cahaya Berkah Jayapura Workshop.


Research Design and Methodology: This study uses a quantitative approach with a survey method. Data was collected through questionnaires distributed to 100 customers of Cahaya Berkah Workshop, which were selected using incidental techniques. Multiple linear regression analysis was used to test the effect of independent variables (Service Quality, Price, and WOM) on the dependent variable (Customer Satisfaction). Validity and reliability tests were conducted to ensure the research instruments were valid and consistent.


Findings and Discussion: The results showed that Service Quality, Price, and WOM significantly affect Customer Satisfaction both partially and simultaneously. The three independent variables jointly affect customer satisfaction. These findings support classic marketing theory and align with previous research, suggesting that good service quality, competitive prices, and positive WOM can increase customer satisfaction.


Implications: This research makes a significant contribution to marketing literature and business practice. From the scientific side, this research enriches the understanding of the determinants of customer satisfaction in the automotive industry. In terms of practice, the findings guide the management of the Cahaya Berkah Workshop and other workshops in increasing customer satisfaction through improved service quality, reasonable pricing, and effective utilization of WOM. Limitations of this study include the narrow geographical coverage and cross-sectional nature of the data, which provide opportunities for further research with a longitudinal approach and broader coverage.

Keywords

Service Quality Price Word of Mouth Customer Satisfaction Automotive Repair Shop

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Budari, H., Rasyid, A., & Ameliana, Y. (2024). Analysis of Customer Satisfaction Level on Service Quality Price Service and Word of Mouth. Advances: Jurnal Ekonomi & Bisnis, 2(5), 294–307. https://doi.org/10.60079/ajeb.v2i5.324
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Adilah, R., Nursal, M. F., & Wulandari, D. S. (2023). Pengaruh Electronic Word Of Mouth, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Serum Hanasui (Studi Pada Mahasiswa Universitas Bhayangkara Jakarta Raya). JURNAL ECONOMINA, 2(10), 2823–2841.
  2. Agustin, R. P., Suparwo, A., Yuliyana, W., Sunarsi, D., & Nurjaya, N. (2021). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan serta dampaknya pada word of mouth jasa pengurusan nenkin di CV Speed Nenkin. JIIP-Jurnal Ilmiah Ilmu Pendidikan, 4(3), 186–190.
  3. Ahmudin, A., & Ranto, D. W. P. (2023). Pengaruh Harga, Word of Mouth dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Telkomsel di Yogyakarta. Jurnal E-Bis, 7(1), 158–168.
  4. Anderson, C. M. (1998). Aggressive communication traits and their relationships with the cognitive flexibility scale and the communication flexibility scale. Journal of Social Behavior and Personality, 13(3), 531–540.
  5. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291–295.
  6. Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69–82.
  7. Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1–9.
  8. Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36(2), 171–186.
  9. Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350–362.
  10. Cahya, A. D., Annisa, I. N., Setiawan, F. B., & Dharmanisa, A. L. (2021). Analisis Pengaruh Service Quality dan Word of Mouth (WOM) Terhadap Minat Beli Konsumen (Studi Kasus UKM Bakpia Boomber Mas Raga Gunung Kidul). Jurnal Daya Saing, 7(2), 168–173.
  11. Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.
  12. Christy, C. C. (2022). FoMo di media sosial dan e-WoM: pertimbangan berbelanja daring pada marketplace. Jurnal Studi Komunikasi, 6(1), 331–357.
  13. Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55–68.
  14. East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215–224.
  15. Gremler, D. D., & Brown, S. W. (1999). The loyalty ripple effect: appreciating the full value of customers. International Journal of Service Industry Management, 10(3), 271–293.
  16. Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46–59.
  17. Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36–44.
  18. Homburg, C., Koschate, N., & Hoyer, W. D. (2006). The role of cognition and affect in the formation of customer satisfaction: a dynamic perspective. Journal of Marketing, 70(3), 21–31.
  19. Indrasari, M. (2019). Pemasaran Dan Kepuasan Pelanggan: pemasaran dan kepuasan pelanggan. unitomo press.
  20. Irnawati, D., & Anggapratama, R. (2023). Pengaruh Keadilan Distributif, Keadilan Prosedural, Keadilan Interaksional, Persepsi Nilai, Terhadap Kepuasan dan Respon Positif Pelanggan Superindo Bojonegoro. Ekonomis: Journal of Economics and Business, 7(2), 963–968.
  21. Kotler, P. (2017). Customer value management. Journal of Creating Value, 3(2), 170–172.
  22. Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.
  23. Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Prentice Hall.
  24. Ma’rufah, A. (2023). Strategi Service Quality Sebagai Media Dalam Menciptakan Kepuasan Dan Loyalitas Pelanggan Jasa Pendidikan. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 813–822.
  25. Mahendra, I. K. A., Pertama, I. G. A. W., & Idawati, I. A. A. (2022). Pengaruh harga, word of mouth dan kualitas pelayanan terhadap keputusan pembelian produk pada cv. lagas jaya badung. Warmadewa Management and Business Journal (WMBJ), 4(2), 103–111.
  26. Mulyanto, D. (2022). Word Of Mouth, Harga, Kualitas Pelayanan Dan Dampaknya Pada Keputusan Pengguna Jasa Transportasi Gojek Di Kota Surakarta. MUARA: Jurnal Manajemen Pelayaran Nasional, 5(1).
  27. Nurhadi, M., Suryani, T., & Fauzi, A. A. (2023). The power of website and social media for strengthening brand image, E-WoM, and purchase decision. Journal of Economics, Business, and Accountancy Ventura, 25(3), 273–287.
  28. Oktiani, A., Yuliandari, R., & Andriyani, G. (2023). PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PT. AIR MINUM GIRI MENANG (PERSERODA. Jurnal Ilmiah Hospitality, 12(1), 19–26.
  29. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
  30. Permatasari, E., Luthfiana, H., Pratama, N. A., & Ali, H. (2022). Faktor-Faktor Yang Mempengaruhi Pembelian Ulang: Promosi, Harga Dan Produk (Literature Review Perilaku Konsumen). Jurnal Ilmu Manajemen Terapan, 3(5), 469–478.
  31. Perwithasari, R., & Kurniawan, M. (2022). Analisis Sosial Media Instagram Dan Word Of Mouth Terhadap Keputusan Pembelian Di Kedai Kopi Bilik Tropical Sepatan. Dynamic Management Journal, 6(2), 160–174.
  32. Prakoso, F. A. (2022). Analisis Word of Mouth, Harga dan Kualitas Pelayanan terhadap Keputusan Mengunjungi Taman Margasatwa Ragunan dan Dampaknya terhadap Kepuasan Wisatawan. Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH), 4(1), 32–41.
  33. Pratiko, A. S. R. M., & Bustanul, G. R. M. S. (2022). Word of Mouth dan Kualitas Pelayanan Berdampak pada Kepuasan Konsumen pada Usaha Kecil Menengah Gresik. Jurnal Kewarganegaraan, 6(1).
  34. Salsabila, I. R. (2019). Pengaruh Kualitas Pelayanan Harga Dan Word Of Mouth Terhadap Kepuasan Konsumen Di Pbmt Travel Yogyakarta.
  35. Saputro, F., & Jalari, M. (2023). Pengaruh Kualitas Produk, Kualitas Pelayanan, Dan Harga Terhadap Kepuasan Pelanggan Roti Bakar. Jurnal Riset Manajemen, 1(3), 266–285.
  36. Sari, V. M. (2012). Pengaruh electronic word of mouth (eWOM) di social media twitter terhadap minat beli konsumen. Skripsi. Universitas Indonesia.
  37. Stefanie, S., & Hasan, G. (2023). Pengaruh Kualitas Pelayanan, Nilai Persepsi, Citra Merek, Kewajaran Harga dan Kepercayaan Terhadap Loyalitas Merek Pada Minuman Boba Di Kota Batam. Management Studies and Entrepreneurship Journal (MSEJ), 4(1), 657–672.
  38. Sujarweni, V. W. (2014). Metodelogi penelitian. Yogyakarta: Pustaka Baru Perss.
  39. Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
  40. Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: receiver perspectives. European Journal of Marketing, 42(3/4), 344–364.
  41. Tjiptono, F. 2014. Strategi Pemasaran. CV. Andi Offset Yogyakarta.
  42. Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232–240.
  43. Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1–15.
  44. Zaelani, R. (2024). Analisis Pengaruh Harga, Word Of Mouth, Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Di Luwes Lojiwetan Kota Surakarta Tahun 2023. Jurnal Ekonomi & Manajemen Bisnis, 1(01), 15–20.
  45. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.