The Effect of Service Quality and Student Satisfaction on Word of Mouth: Sekolah Tinggi Ilmu Manajemen IMMI Jakarta

This research aims to examine the influence of service quality and student satisfaction on word of mouth. The research population is all Sekolah Tinggi Manajemen IMMI students actively studying in the even semester of the 2022–2023 academic year. The research sample size was 357 students and was taken using the convenience sampling method. Primary data collection uses a Google Form questionnaire. The path analysis model was used to test three research hypothesis formulations. The research results prove: (a) service quality has a strong and significant positive effect on word of mouth; (b) service quality has a very strong and significant positive effect on student satisfaction; and (c) student satisfaction has a weak and significant positive effect on word of mouth. In the structure of the multiple linear regression model, with word of mouth as the dependent variable, the coefficient of determination (R²) is 58.30%.