Analisis Pembentukan Komunikasi Word of Mouth Melalui Kualitas Pelayanan dan Trust Pelanggan Toko Swalayan

Analysis of Formation of Word of Mouth Communication Through Serive Quality and Supermarket Shop Customer Trust. This research aimed to test influence between service quality, customer trust also interaction between service quality and customer trust in the building of word of mouth communication of supermarket. This research efforted in Pamella Supermarket in Yogyakarta. Sample categorized with sampling convenience method and purposive sampling. Data collection efforted by giving list question to the respondent that is contains about service quality, customer trust and word of mouth communication this research use moderator Regression Analysis. In the other side, t-test and F-test are used to test asked hypothesis. This result of partially regression coefficient test with t-test shows that service quality, customer trust also interaction between them influence significantly to word of mouth communications. In the other side coefficient regression with F-test's result show variables of service quality, customer trust also interaction between them both influence to word of mouth communication. Variable of service quality, customer trust also interaction between them are able to explain word of mouth communication variable up 81% and the rest is 19% caused by another variable that is not included in the research model. Keywoard: Service Quality, Customer Trust, Word of Mouth Communication