The Effect of Satisfaction On Loyalty: Word of Mouth Intervening Variable

International Journal of Economics and Management Studies

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 11

Year of Publication : 2020

Authors : Muhammad Syaiful Saehu, Hasanuddin Bua, Endro Sukotjo, Sudirman Zaid

10.14445/23939125/IJEMS-V7I11P111

How to Cite?

Muhammad Syaiful Saehu, Hasanuddin Bua, Endro Sukotjo, Sudirman Zaid, "The Effect of Satisfaction On Loyalty: Word of Mouth Intervening Variable," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 11, pp. 76-81, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I11P111

Abstract:

The main purpose of this study is to test and analyze the role of word of mouth mediation in the influence of satisfaction on Loyalty. The data was collected using questionnaires from 195 students of the Private Health College in Kendari City. Students who sampled the research were obtained with a population of 4202 students using the Slovin formula (precision level 7.5%) using the multistage sampling method. The data was analyzed using Structural Equation Modelling (SEM) AMOS 23.0. The analysis found that variable word of mouth plays a role in mediating the effect of satisfaction on student loyalty. Another finding is positive and significant satisfaction with word of mouth and Loyalty. Word of mouth is positive and significant to Loyalty.

Keywords:

satisfaction,  Loyalty.

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