The Effect of Functional Quality and Technical Quality to the Student Satisfaction and Word of Mouth: Direct and Indirect Effect (Study to the Faculty of Economy and Business State University of Gorontalo)

This research aims to test and prove empirically about: First, whether functional quality and technical quality affected directly to the student satisfaction. Second, whether functional quality and technical quality affected directly to the word of mouth. Third, whether functional quality and technical quality affected indirectly to the word of mouth through student satisfaction. Population in this research was students in Faculty of Economy and Business State University of Gorontalo, Department of Accounting, Economy, and Management. The research sample was 120 respondents which taken by probability sampling method using proportional random sampling technique. Data analysis in this research used PLS-SEM (Partial Least Square – Structural Equation Modeling). The research result showed that: Functional quality and technical quality affected to the student satisfaction. Functional quality and technical quality directly had no effect to the word of mouth; however, it was indirectly affected through student satisfaction. In this case, the effect of functional quality was larger than technical quality.