The Effect of Service Quality, Price Perception and School Image on WOM Intention Mediated by Satisfaction Variables at Yadika 4 Vocational School, Tangerang

Authors : Friendly Arya Johansen; Achmad Fachrodji

Volume/Issue : Volume 7 - 2022, Issue 1 - January

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This study aims to determine the Effect of Service Quality, Price Perception, and School Image on WOM Intention Mediated by Satisfaction Variables in YADIKA 4 Vocational School, Tangerang. The research design uses a quantitative approach and the type of research is causal research. The research method uses a survey. The research population of class X, XI, and XII students from SMK Yadika 4 Tangerang was 575 students. The sampling technique was proportional stratified random sampling with a total sample of 236 people. Collecting data in the form of a questionnaire. The research data were analyzed using the SEM method with data processing through the SmartPLS 3.0 application. The results showed that service quality, price, school image partially had a positive and significant effect on student satisfaction, and student satisfaction partially had a significant effect on WOM Intentions. School image is the variable that has the strongest influence on student satisfaction.

Keywords : School Images, Satisfaction, Service, Price Perception, WOM Intention.


Paper Submission Last Date
30 - June - 2023

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