PENGARUH WORD OF MOUTH DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Pada Pelanggan CV. Bostukang Indonesia Kepanjen)

This study aims to analyze the effect of Word of Mouth (WOM) and service quality on customer satisfaction at CV Bostukang Indonesia Kepanjen. A quantitative survey method was employed involving 105 customers who had used the company’s services at least once. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Square (SEM–PLS). The results revealed that both Word of Mouth and service quality have a positive and significant effect on customer satisfaction. The R-Square value of 0.430 indicates that these two independent variables explain 43% of the variation in customer satisfaction, while the remaining 57% is influenced by other factors outside the model. Service quality was found to be the most dominant variable affecting satisfaction, particularly in reliability, responsiveness, and clarity of technical information. These findings highlight the importance of improving service standards and managing positive Word of Mouth to enhance customer loyalty and strengthen the company’s image in the digital service sector.