ANALISIS ATRIBUT-ATRIBUT KUALITAS DI PENDIDIKAN TINGGI YANG MEMPENGARUHI MAHASISWA DALAM MELAKUKAN WORD OF MOUTH

Abstract

Decreasing of the number of students at UPH Surabaya (UPHS) indicated of the needs to improve the service quality. Service quality can determine the level of student satisfaction. UPHS student satisfaction has an influence on the Word of Mouth (WOM). In this study the student is the object of research to demonstrate the extent of satisfaction and propensity to commit the UPHS WOM. Data collection was done by using literature, interview, and distributing questionnaires to students UPHS. Distributing questionnaires done proportionally to all courses at UPHS. The data were processed using analysis of validity, reliability, categorizing the Kano method, test for normality to WOM and analysis ANOVA and Tukey test. From this research, the variables can be determined what is good quality and what variables should need much improvement. In addition, through this research can be seen in the level of student tendencies do both positive and negative WOM for each variable. Through this research, it can be done to improve and control the quality of service at UPHS.