Authors : Friendly Arya Johansen; Achmad Fachrodji
Volume/Issue : Volume 7 - 2022, Issue 1 - January
Google Scholar : http://bitly.ws/gu88
Scribd : https://bit.ly/35zgfzr
DOI : https://doi.org/10.5281/zenodo.5939123
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.