PENGARUH KEPUASAN PENUMPANG DAN INSENTIF TERHADAP PERILAKU WORD OF MOUTH PENUMPANG JASA ANGKUTAN BUS PO.NPM ANTAR KOTA ANTAR PROVINSI.

Abstract

Abstrack
This research to know how the effect of passenger satisfaction and incentives on the
behavior of Word Of Mouth (WOM). The analysis technique used is multiple regression
analysis. This research instrument in the form of a questionnaire. The sample in this study are
all customers who have used the services of Bus PO.NPM brjumlah 100 respondents. Results
of the study found that: (1) passenger satisfaction positive effect on Word Of Mouth (WOM)
with the value of regression 0.143 and 0.020 significance level. (2) Incentive positive effect
on Word Of Mouth (WOM) with the value of regression 0.502 and 0.000 significance level.
(3) Satisfaction and Incentive simultaneously positive effect on Word Of Mouth (WOM) due
to the significant level. Suggestions that can be recommended is the company should be able
to improve service quality and passenger comfort while in transit and improving incentives
for satisfaction and incentives can increase Passengers Word Of Mouth.
Keywords: Satisfaction, Incentives, Word Of Mouth (WOM).