DOES SERVICE QUALITY INFLUENCE SATISFACTION AND IMPACT TO WORD OF MOUTH?A CASE STUDY AT INDONESIAN VOCATIONAL HIGH SCHOOL

This study aims to wether the effects of service quality positively and significantly impacts student satisfaction and/or word of mouth, student satisfaction positively and significantly impacts Word of Mouth, or Student Satisfaction mediates the relationships between Service Quality positively and significantly impacts Word of Mouth. This research was conducted using a quantitative approach to students at SMK Bisnis and Teknologi Bekasi. The research population is all students at the Bekasi Business and Technology Vocational School (SMK), namely 941 students with a sample size of 281 respondents determined using the Proportional Stratified Random Sampling technique. The data obtained were analyzed using exploratory analysis with the help of Smart PLS. the results are Service Quality positively and significantly impacts Student Satisfaction, Student Satisfaction positively and significantly impacts Word of Mouth, Service Quality not significantly impacting Word of Mouth, Student Satisfaction mediates the relationship between Service Quality positively and significantly impacts Word of Mouth.