Jahratun Nisa, 2025, thesis title "The Influence of Service Quality and Trust on Word of Mouth at NR Shop Tenggarong Glassware Store" Thesis Faculty of Economics and Business Kutai Kartanegara University. Academic Advisor I Hj. Kartina Eka Ningsih, SE, M.Si and Academic Advisor II. Ali Akbar SE.,M.Si.
The purpose of this study is to determine the simultaneous and partial effects of service quality and location on word of mouth at the NR Shop Tenggarong glassware store. This study uses quantitative data obtained from questionnaires. The sample size is 82 people, selected using random sampling. The analysis tools used multiple regression analysis and hypothesis testing using the F-test and t-test.
The results of the F-test calculation showed that the calculated F-value was 108.033, while the table F-value was 2.72, meaning that (Fhitung 108.033 > Ftabel 2.72). Therefore, it can be concluded that the variables of service quality and trust together can demonstrate their influence on word of mouth at NR Shop Tenggarong, or the regression model can be used to predict word of mouth. Thus, the first hypothesis is accepted.
The service quality variable has a positive influence on word of mouth at NR Shop Tenggarong. This variable explains 0.158 of the correlation effect on word of mouth. Based on the ttest, the service quality variable has a partial effect on word of mouth (calculated t > table t) or 3.423 > 1.664. Therefore, the second hypothesis in this study is accepted.
The trust variable has a positive effect on word of mouth at NR Shop Tenggarong. This variable explains the correlation effect on word of mouth by 0.832. Based on the t-test, it was found that the trust variable has a partial effect on word of mouth (calculated t > table t) or 14.446 > 1.664. Thus, the third hypothesis in this study is accepted.
Based on the b coefficient value in the t-test, it shows that the trust variable has the most dominant effect on word of mouth at NR Shop Tenggarong, namely 0.832, followed by the service quality variable at 0.257. Therefore, it is important for the owner of NR Shop Tenggarong to maintain consumer trust. Thus, the fourth hypothesis is accepte