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Article Title:
Analysis of the Effect of Service Quality on Customer Loyalty with Word of Mouth as an Intervening Variable
by Chainis Muspa Munica, SST, Dr.Nunung Nurastuti Utami, SE., M.Si

Abstract:
This study aims to analyze the Effect of Service Quality on Customer Loyalty with Word of Mouth as an Intervening Variable (A Study of Customers of ?Setia? Florist in Batu-Malang). This is a descriptive quantitative research using non-probability sampling as the data collection technique, based on accidental sampling. It obtained 100 respondents. Analysis of the data used the Path Analysis and t-test. The result of the Path analysis showed that Service Quality had a significant and positive effect on Word of Mouth, with a standardized beta coefficients value of 0.430 and a significant value of <0.05. The variable Service Quality had a significant and positive effect directly on customer loyalty, with a standardized coefficients beta value of 0.039 and a significant value of <0.05. Furthermore, the variable Word of Mouth had a significant and positive effect directly on Customer Loyalty, with an unstandardized coefficient beta value of 0.536 and a significant values of <0.05. The last hypothesis stated that Service Quality (X) on customer loyalty (Y) through Word of mouth (Z) of 0.230

Keywords: Service Quality, Customer Loyalty, Word Of Mouth.

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