Abstract :

This study aims to examine the effect of academic service quality and student satisfaction on word of mouth among students at the Faculty of Economics and Social Sciences, Universitas Amikom Yogyakarta. The sample consisted of 105 students, selected using purposive sampling. Primary data collection utilized a closed-ended questionnaire with a 5-point Likert scale. Path analysis and linear regression models were employed to test the three research hypotheses. The results of the testing proved that, both partially and simultaneously, the variables of academic service quality and student satisfaction have a significant positive influence on student word of mouth. The simultaneous model produced a coefficient of determination of 52.80%, indicating that academic service quality and student satisfaction are quite dominant in determining the variance of changes in the word-of-mouth variable. Meanwhile, 47.20% is influenced by other factors outside the research model.

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Keywords :

Academic Service Quality, Path analysis, student satisfaction, Word of Mouth

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