SERVICE QUALITY AND PRICE ON CUSTOMER SATISFACTION WITH ELECTRONIC WORD OF MOUTH AS MODERATING VARIABLES

Abstract

This study intend to examine the influence of service quality and price on Customer satisfaction with electronic word of mouth as a moderating variable. A quantitative research with a descriptive approach used inthis study. The sample in this study are Customers who make purchases at CV. Amelia Sukses Mandiri Lamongan, totaling 100 respondents. Primary data collected by a questionnaire survey are the data used in this study. Data analysis used Moderated Regression Analysis (MRA). The results showed that service quality had an effect on customer satisfaction. Price has an effect on Customer satisfaction. Electronic word of mouth is able to moderate the effect of service quality on Customer satisfaction, as well as electronic word of mouth is able to moderate the effect of price on Customer satisfaction