PENGARUH KEPUASAN PENUMPANG DAN INSENTIF TERHADAP PERILAKU WORD OF MOUTH PENUMPANG JASA ANGKUTAN BUS PO.NPM ANTAR KOTA ANTAR PROVINSI

This research to know how the effect of passenger satisfaction and incentives on the
behavior of Word Of Mouth (WOM). The analysis technique used is multiple
regression analysis. This research instrument in the form of a questionnaire. The
sample in this study are all customers who have used the services of Bus PO.NPM
brjumlah 100 respondents. Results of the study found that: (1) passenger satisfaction
positive effect on Word Of Mouth (WOM) with the value of regression 0.143 and
0.020 significance level. (2) Incentive positive effect on Word Of Mouth (WOM)
with the value of regression 0.502 and 0.000 significance level. (3) Satisfaction and
Incentive simultaneously positive effect on Word Of Mouth (WOM) due to the
significant level. Suggestions that can be recommended is the company should be
able to improve service quality and passenger comfort while in transit and improving
incentives for satisfaction and incentives can increase Passengers Word Of Mouth.
Keywords: Satisfaction, Incentives, Word Of Mouth (WOM).