The Effect of Service Quality, Price Perception and School Image on WOM Intention Mediated by Satisfaction Variables at Yadika 4 Vocational School, Tangerang
Year: 2022
Type: article
Study design: Observational Study
Abstract: 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.
Authors: Friendly Arya Johansen, Achmad Fachrodji
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Quality education
Open Access status: green
OpenAlex ID: W4220971979