ANALISIS FAKTOR SERVICE QUALITY, PRICE PERCEPTION, DAN BRAND IMAGE TERHADAP WORD OF MOUTH YANG DIMEDIASI VARIABEL KEPUASAN PADA POUND FIT ROCCA SPACE JAKARTA

HUTAMA, NAIFAHRANI BALQIS (2023) ANALISIS FAKTOR SERVICE QUALITY, PRICE PERCEPTION, DAN BRAND IMAGE TERHADAP WORD OF MOUTH YANG DIMEDIASI VARIABEL KEPUASAN PADA POUND FIT ROCCA SPACE JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Rocca Space, as a sports community that has not been established for a very long time, wants its brand to be recognized by the wider community in Jakarta to all regions in Indonesia. This study aims to determine, test, and analyze the relationship between word of mouth variables, and independent variables, namely service quality, price perception, brand image, and customer satisfaction as mediating variables, so as to produce research implications. This research uses a method with a descriptive research type quantitative approach. The population of this study were Pound Fit Rocca Space Jakarta customers, with a sample size of 145 respondents. Data processing using Structural Equation Model-Partial Least Square (SEM-PLS). The results of this study indicate that service quality, price perception, brand image, and customer satisfaction have a significant effect on word of mouth. Customer satisfaction does not affect the relationship between price perception and word of mouth. Price perception also has no significant effect on customer satisfaction. The contribution of this research can develop the repertoire of management science, especially research on service quality, price perception, brand image, satisfaction, and word of mouth so that the theoretical studies in this study can be used by future researchers and can be further developed on other variables such as customer loyalty, brand awareness, brand trust, and reputation. Keywords: Service Quality, Price Perception, Brand Image, Customer Satisfaction, Word of Mouth, Poundfit, Rocca Space Rocca Space, sebagai komunitas olahraga yang belum sangat lama berdiri, ingin agar brand-nya dikenal oleh masyarakat luas di Jakarta hingga seluruh wilayah di Indonesia. Penelitian ini bertujuan untuk mengetahui, menguji, dan menganalisis hubungan antara variabel word of mouth, dan variabel independent yakni service quality, price perception, brand image, dan kepuasan pelanggan sebagai variabel mediasi, sehingga menghasilkan implikasi penelitian. Penelitian ini menggunakan metode dengan tipe penelitian deskriptif pendekatan kuantitatif. Populasi dari penelitian ini adalah Pelanggan Pound Fit Rocca Space Jakarta, dengan jumlah sampel sebanyak 145 responden. Pengolahan data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian ini menunjukkan bahwa service quality, price perception, brand image, dan kepuasan pelanggan berpengaruh signifikan terhadap word of mouth. Kepuasan pelanggan tidak mempengaruhi hubungan antara price perception terhadap word of mouth. Price perception juga tidak berpengaruh signifikan terhadap kepuasan pelanggan. Kontribusi penelitian ini dapat mengembangkan khasanah ilmu manajemen, khususnya penelitian mengenai kualitas pelayanan, persepsi harga, citra merek, kepuasan, dan word of mouth sehingga kajian teori dalam penelitian ini dapat digunakan oleh peneliti selanjutnya dan dapat dikembangkan lagi pada variabel lain seperti loyalty customer, brand awareness, brand trust, dan reputation. Kata Kunci: Kualitas Layanan, Persepsi Harga, Brand Image, Kepuasan Pelanggan, Word of Mouth, Poundfit, Rocca Space

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