PENGARUH KEPUASAN KONSUMEN DAN INSENTIF TERHADAP PERILAKU WOM (WORD-OF-MOUTH) KONSUMEN JASA ANGKUTAN PENUMPANG BIS ANTAR KOTA ANTAR PROPINSI KELAS EKSEKUTIF DI BANDUNG
Abstract: This research
purposes to identify consumer
satisfaction, their response
toward incentives program, and
effect of consumer satisfaction
and incentives on word-of-mouth behavior at intercity bus service executive
class in Bandung. The research was
carried out on
152 intercity bus
service executive class
consumers at five
Bus Firms servingBandung-Palembang as
research samples by
using Judgment Sampling Technique.
The data gathered
usingquestionnaire also used
interview and observation.
Data collected is
valued by using seven
point scales and
were analyzed with method
of ‘Factor Variance
Analysis.’ The result of
research indicated that,
on the average, servicing provided
by five intercity
bus service executive
class firms, especially
served Bandung-Palembang were satisfy
the consumers. Same
as, incentives program
obtained positive responses
from the consumers.
There were significant main
effect for satisfaction
on likelihood to
generate WOM (L-WOM,
Fh = 10,808),
the favorability ofWOM generated (F-WOM, Fh = 316,832), and
the likelihood to make purchase recommendation (Recommend, Fh = 214,205).
While, there were significant main effect of incentive on L-WOM (Fh = 76,049),
F-WOM (Fh = 126,509), and Recommend (Fh
= 101,329). Incentive
main effect on
WOM tested based
on consumer’s response
toward incentives program, strengthen
conclusion that incentive
alone has effect
on word-of-mouth behavior.
A further finding is the
significant interaction effect between satisfaction and incentive on L-WOM (Fh
= 6,887), F-WOM (Fh = 9,975), and
the likelihood to
make purchase recommendation (Fh = 11,381).
Incentives were shown
to be an effective
catalyst to decrease
negative WOM behavior
of dissatisfied consumers,
and to increase
positive WOM behavior of
satisfied consumers.
Penulis: Erida
Kode Jurnal: jpmanajemendd090171
