Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN TERHADAP WORD OF MOUTH PADA FAMILYMART HANKAM RAYA

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  • Intan Ayu Lestari,
  • Rhoma Iskandar,
  • Darmeinis
Intan Ayu Lestari
Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Panca Sakti Bekasi
Rhoma Iskandar
Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Panca Sakti Bekasi
Darmeinis
Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Panca Sakti Bekasi

Published 2026-08-29

Keywords

  • Customer Satisfaction,
  • Customer Loyalty,
  • Word of Mouth,
  • FamilyMart Hankam Raya

How to Cite

PENGARUH KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN TERHADAP WORD OF MOUTH PADA FAMILYMART HANKAM RAYA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://journal.cib.institute/index.php/musytari/article/view/3582

Abstract

Intan Ayu Lestari. The Influence of Customer Satisfaction and Customer Loyalty on Word of Mouth at FamilyMart Hankam Raya. Undergraduate Thesis. Bekasi: Panca Sakti University of Bekasi. This study aims to analyze the influence of customer satisfaction and customer loyalty on word of mouth at FamilyMart Hankam Raya. This research was motivated by the importance of word of mouth as an effective form of marketing communication in the modern retail industry. The study employed an associative quantitative approach. The sampling technique used purposive sampling, involving 96 respondents determined using the Lemeshow formula. Data were collected through questionnaires using a Likert scale and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results show that customer satisfaction has a positive and significant effect on word of mouth, with a p-value of 0.000 < 0.05 and a regression coefficient of 0.570. Customer loyalty also has a positive and significant effect on word of mouth, with a p-value of 0.000 < 0.05 and a regression coefficient of 0.610. Furthermore, customer satisfaction and customer loyalty simultaneously have a positive and significant effect on word of mouth, with a p-value of 0.000 < 0.05. The coefficient of determination indicates an adjusted R-squared value of 0.734, meaning that 73.4% of the variation in word of mouth can be explained by customer satisfaction and customer loyalty, while the remaining 26.6% is explained by other factors outside the scope of this study.
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