Students' Word of Mouth Electronic Conversation Formation Model Through Online Service Quality and Students' Online Satisfaction

Authors

  • Salamatun Asakdiyah Universitas Ahmad Dahlan
  • Deny Ismanto Universitas Ahmad Dahlan
  • Jason Keith Bonaga Universitas of Nueva Caceres

DOI:

https://doi.org/10.58812/wsbm.v1i05.416

Keywords:

E-Service Quality , E-Satisfaction , E-WOM

Abstract

This study seeks to investigate the impact of E-Service Quality, E-Satisfaction, and the interaction between E-Service Quality and E-Satisfaction on the formation of E-Student Word of Mouth within the Management Study Program at the Faculty of Economics and Business, Ahmad Dahlan University in Yogyakarta. The sample selection involved a combination of convenience sampling and purposive sampling methods. Data collection was accomplished by distributing questionnaires to respondents, addressing aspects of E-Service Quality, E-Satisfaction, and E-WOM. Moderator Regression Analysis (MRA) was employed as the analytical tool. Additionally, T-tests and F-tests were utilized to examine the hypotheses put forth. The results of the partial regression coefficient test using the T-test indicate that both E-Service Quality and E-Satisfaction, as well as their interaction, have a significant influence on E-Student Word of Mouth. Furthermore, the regression coefficient analysis through the F-test demonstrates that the variables E-Service Quality, E-Satisfaction, and their interaction also collectively contribute to the influence on E-WOM. These variables - E-Service Quality, E-Satisfaction, and their interaction - can explain up to 85% of the variance in E-WOM, with the remaining 15% attributed to other variables not included in the research model.

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Published

2023-12-31

How to Cite

Asakdiyah, S., Ismanto, D., & Bonaga, J. K. (2023). Students’ Word of Mouth Electronic Conversation Formation Model Through Online Service Quality and Students’ Online Satisfaction. West Science Business and Management, 1(05), 509–520. https://doi.org/10.58812/wsbm.v1i05.416

Issue

Vol. 1 No. 05 (2023): West Science Business and Management

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Articles

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Copyright (c) 2023 Salamatun Asakdiyah, Deny Ismanto, Jason Keith Bonaga

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