Pengaruh Word of mouth terhadap Kepuasan Pelanggan Barbershop
DOI:
https://doi.org/10.23969/jp.v11i03.67598Keywords:
Keywords: word of mouth, customer satisfaction, interpersonal communication, barbershopAbstract
This study aims to analyze the effect of word of mouth on customer satisfaction at Nomnoman Barbershop. From a communication studies perspective, word of mouth is understood as an interpersonal communication process involving conversations, recommendations, and encouragement from others that shape customers’ expectations before using a service. This study employed an explanatory quantitative approach using a survey method and a cross-sectional design. The sample consisted of 117 respondents selected through simple random sampling. Data were collected using a closed-ended questionnaire measured on a five-point Likert scale. The data analysis included validity testing, reliability testing, normality testing, and simple linear regression analysis. The results showed that all questionnaire items measuring word of mouth and customer satisfaction were valid. Cronbach’s alpha values of 0.632 for word of mouth and 0.603 for customer satisfaction indicated that the instruments had adequate reliability. The regression analysis demonstrated that word of mouth had a positive and significant effect on customer satisfaction, with a standardized beta coefficient of 0.818, a t-value of 15.296, and a significance level of p<.001p<.001p<.001. The coefficient of determination of 0.669 indicated that word of mouth explained 66.9% of the variation in customer satisfaction, while the remaining 33.1% was influenced by factors outside the research model. These findings emphasize the im =portance of interpersonal communication and customer recommendations in shaping satisfaction with the services provided by Nomnoman Barbershop.
Keywords: word of mouth, customer satisfaction, interpersonal communication, barbershop
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