CUSTOMER LOYALTY MODEL CREATION THROUGH QUALITY OF SERVICE AND COMMUNICATION OF WORD OF MOUTH CONVENIENCE STORE

The research was conducted on Pamella supermarket and MirotaSupermarket in Yogyakarta Special region. Samples are determined by convenience sampling method and purposive sampling. Data collection is done by providing a list of questions to respondents that contain the quality of service, word of mouth communication and customer loyalty. The result of partial regression coefficient test with T test shows that service quality, word of mouth communication and interaction between service quality, word of mouth communication significantly affect customer loyalty. While the results of the regression coefficient test simultaneously (together) by indicating that the variable quality of service, word of mouth communication as well as the interaction between the quality of service and communication of word of mouth in unison (together) affect customer loyalty. Service quality variables, word of mouth communication as well as interaction between service quality and word of mouth communication are able to explain customer loyalty variables by 92.1% and the remaining 7.9% is caused by other variables not intended in the study