Pengaruh Kepuasan Dan Motivasi Mashasiswa Melalui Word Of Mouth Terhadap Loyalitas Pada Lp3i Cirebon

ABSTRACT This study is on the Influence of Satisfaction and Motivation of the Student through Word of Mouth to Loyalty in LP3I Cirebon. The population in this study were 584 students, with 237 Students as the respondents. This study uses questionnaire as a tool to collect data, which is related to the Satisfaction and Motivation of Students through Word of Mouth That has impact to the Loyalty, by using path Analysis. Based on the results of the study are found: 1) There is a positive influence of the student satisfaction and motivation that has impact on the Word of Mouth. By significance test of F distribution, the Fcount value was obtained at amount 49.496. The determination value (R1) obtained by calculation of SPSS 20.0 is 0.291, it shows that 29.1% of the diversity of word of mouth variable is caused by differences in the variables of the student satisfaction and motivation. 2) There is a positive influence of the Student Satisfaction and Motivation Through Word of Mouth, which has Impact to Loyalty, Fcount value is obtained at amount 62.423. Determination (R2) is at amount 0.438, it shows that 43.8% of the diversity of loyalty variable is caused by differences in variables of student satisfaction, student motivation and word of mouth. Total Determination (R2) is at amount 0.842, it shows that 84.2% of the diversity of loyalty variable is caused by differences in variables of student satisfaction, student motivation and word of mouth, and the remaining 15.8% are influenced by other factors beyond the model. Keywords: student satisfaction, student motivation, word of mouth and loyalty. ABSTRAK Penelitian ini tentang Pengaruh Kepuasan dan Motivasi Mahasiswa Terhadap Loyalitas Melalui Word of Mouth Pada LP3I Cirebon. Populasi dalam penelitian ini adalah mahasiswa/i yang berjumlah 584 Mahasiswa, dengan responden sebanyak 237 Mahasiswa. Penelitian ini menggunakan kuesioner sebagai alat untuk mengumpulkan data yaitu yang terkait dengan Kepuasan dan Motivasi Mahasiswa Melalui Word of Mouth Yang Berdampak Pada Loyalitas, menggunakan Analisis jalur. Berdasarkan hasil penelitian ditemukan: 1) Terdapat pengaruh yang positif Kepuasan Dan Motivasi Mahasiswa Yang Berdampak Pada Word of Mouth. Nilai determinasi (R1) yang diperoleh dengan perhitungan SPSS 20,0 sebesar 0,291, ini menunjukkan bahwa 29,1% keragaman variabel word of mouth disebabkan oleh perbedaan variabel kepuasan dan motivasi mahasiswa. 2) Terdapat pengaruh yang positif Kepuasan dan Motivasi Mahasiswa Melalui Word of Mouth Yang Berdampak Terhadap Loyalitas, diperoleh nilai Fhitung sebesar 62,423. Determinasi (R2) adalah sebesar 0,438, menunjukkan bahwa 43,8% keragaman variabel loyalitas disebabkan oleh perbedaan variabel kepuasan mahasiswa, motivasi mahasiswa dan word of mouth. Total Determinasi (R2) adalah sebesar 0,842, ini menunjukkan bahwa 84,2% keragaman variabel loyalitas disebabkan oleh perbedaan variabel kepuasan mahasiswa, motivasi mahasiswa dan word of mouth, sisanya 15,8% dipengaruhi faktor lain diluar model. Kata Kunci: kepuasan mahasiswa, motivasi mahasiswa, word of mouth.