ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN MAHASISWA DAN WORDS OF MOUTH (WOM) PROGRAM PASCASARJANA UNIVERSITAS RIAU PEKANBARU

Abstract

This study aims to analyze the influence of service quality factors in the
Graduate Program of Universitas Riau on student satisfaction and tendency of
words of mouth among students of Graduate Program of Universitas Riau.
Analysis of data influence between research variables using structural equation
modeling (SEM) approach. SEM is a multivariate analysis used to analyze
relationships among variables. One of the software that can be used is IBM SPSS
Amos Version 21. Amos was chosen because of the ease in using graphic interface
(Amos Graphic) to describe the structural model. Data were obtained from 139
respondents by filling out questionnaires. SEM model after experiencing several
stages and modifications have met the criteria of goodness of fit with the value of
each index are: (a) chi-square= 34,852; (b) cmin/df= 1,452; (c) probabilitas=
0,071; (d) GFI= 0,957; (e) AGFI= 0,905; (f) CFI= 0,977; (g) TLI= 0,956; dan
(h) RMSEA= 0,057. By looking at the value of iritical, ratio regression weight
more than 1.65 and p-value <0,05, it can be concluded that the service quality
factor has a significant effect on the student satisfaction and on the factor of
words of mouth, and also the student satisfaction factor also influence the factor
of words of mouth. Furthermore Effect total influence of variable Quality of
service to student satisfaction variable = 0,808 (80,8%) and to variable of Words
of mouth = 0,403 (40,3%). While the total effect of Student Satisfaction variable
to variable Words of mouth = 0,396 (39,6%). Then the direct influence of variable
Quality of service to variable Words of mouth = 0,083 (8,3%) and indirect
influence of variable Quality of service to variable of Words of mouth = 0,320
(32%).