WORD OF MOUTH SEBAGAI MEDIASI KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG KONSUMEN DI UMKM BAYU CATERING TANJUNGBALAI

Bayu Teta

Bayu Teta

Keywords: Service Quality, Word Of Mouth, Consumer Repurchase Intention

Abstract

This study aims to explore the impact of service quality on consumer repurchase intention in Bayu Catering MSMEs, with Word of Mouth (WOM) as a mediating variable. The research approach used is a quantitative method with Structural Equation Modelling Partial Least Square 4 (SEM-PLS) as the analytical tool. Data were collected through questionnaires distributed to 60 respondents. Data analysis was performed through Outer Model testing for indicator validity and reliability, Inner Model testing for latent variable relationships, and mediation testing for the role of Word of Mouth (WOM). The results show that service quality has a positive and significant effect on both WOM and repurchase intention. In addition, WOM significantly influences repurchase intention and is able to mediate the relationship between service quality and repurchase intention in Bayu Catering MSMEs.

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