JURNAL BISNIS DAN AKUNTANSI
THE EFFECTS OF SATISFACTION, EXPERIENCE, INCETIVES, AND SOURCE ON CONSUMERS OF GARUDA INDONESIA IN JAKARTA’S WILLINGNESS TO GENERATE POSITIVE WORD-OF-MOUTH
Word-of-mouth has long since been known as one of the most effective but unpredictable marketing tool. Complete understanding of what generates word-of-mouth has always managed to evade marketers. The object of this study are consumers of Garuda Indonesia that has spread positive word-of-mouth about the company previously. There is a gap between what should’ve happened and what really happened within the airline industry. Lion Air is the current airline market leader in Indonesia, whose market share exceeds Garuda Indonesia’s by more than 20%. It makes sense that Lion Air should be the company with the highest Net Promoter Score among them. Yet, it is Garuda Indonesia that takes the title. This study’s objective is to analyze what really generates positive word-of-mouth. The variables analyzed for their influence on customer’s propensity to generate positive word-of-mouth are satisfaction, experience, incentives, and source. Data for this study comes from primary source garnered by distributing Five-Point Likert-Scale questionnaires to garner 100 legitimate samples. The data is then analyzed with SPSS (Statistical Package for Social Science) program using Multiple Regression Analysis. The research findings can be summarized as follows: All of the observed variables have effects on customer’s willingness to generate positive word-of-mouth: satisfaction, experience, incentives, and source. The implication is that in order to become a company which ranks high in the consumers’ heart, said company needs to put down effort to further their cause in those aspects of the firm’s value offering.Keyword :Word-of-Mouth, Satisfaction, Experience, Incentives, Source of WOM.