Studi Empiris Mengenai Faktor-faktor yang Mempengaruhi Word-of-Mouth Pelanggan pada Restoran Ayam Lokal
Keywords:
emotional attachment, brand relationship quality, overall satisfaction, service recovery evalution, word-of-mouth, restoran ayam lokalAbstract
Penelitian ini dilakukan untuk menguji faktor-faktor yang mempengaruhi word-of-mouth pada restoran ayam lokal. Ada lima variabel yang digunakan untuk mengukur, termasuk word-of-mouth, emotional attachment, brand relationship quality, overall satisfaction dan service recovery evalution. Pengumpulan data dilakukan bulan April-Mei 2020. Data dikumpulkan menggunakan kuesioner daring dan responden dipilih dengan menggunakan teknik random sampling. Total responden dalam penelitian ini adalah 250 yang terdiri dari 101 orang laki-laki dan 149 orang perempuan. Data diolah dengan menggunakan exploratory factor analysis dan structural equation model. Hasilnya, emotional attachment berpengaruh secara positif dan signifikan terhadap brand relationship quality, overall satisfaction berpengaruh secara positif dan signifikan terhadap service recovery evalution, emotional attachment tidak berpengaruh secara positif dan signifikan terhadap word-of-mouth, brand relationship quality tidak berpengaruh secara positif dan signifikan terhadap word-of-mouth, dan service recovery berpengaruh secara positif dan signifikan terhadap word-of-mouth.
Kata kunci: emotional attachment, brand relationship quality, overall satisfaction, service recovery evalution, word-of-mouth
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