ENGARUH KUALITAS LAYANAN PENDIDIKAN TERHADAP WORD OF MOUTHDENGAN KEPUASAN DAN KEPERCAYAAN MAHASISWA SEBAGAI VARIABEL MEDIASI PADA SEKOLAH TINGGI ILMU TARBIYAH (STIT)PEMALANG

Abstract

The influence of service quality on word of mouth with student satisfaction and trust as mediating variables at the School of Education Sciences (STIT) Pemalang.The quality of service cannot be separated from its implementation in educational service providers.As one of the religious-based educational service providers, STIT Pemalang always strives to improve the quality of service to its students so that the institution can maintain student satisfaction and trust, which will later also impact the formation of word-of-mouth communication that is already common in society.The respondents in this study are all students of STIT Pemalang, totaling 410 students.This study uses the random sampling method as a sampling technique in data collection.The test results show that the quality of service provided by STIT Pemalang to students generally has a positive and significant impact on word of mouth, both directly and indirectly, through the variable of student trust in the quality of service.Meanwhile, another mediating variable, namely student satisfaction, is known to have a direct impact on word of mouth either directly or as a mediating variable.Thus, it can be concluded that student satisfaction and trust can act as mediators that influence the relationship between service quality and word of mouth.Keywords: quality of educational services, word of mouth, satisfaction, student trust.