The Determinant of Customer Satisfaction that Gives the Effect of Word of Mouth in PT. BPR Krisna Yuna Dana,Gianyar Bali

This study aims to test and analyze the quality of service, corporate image, customer satisfaction, and word of mouth. This research was conducted at PT. BPR Krisna Yuna Dana, Gianyar Bali with the research population are all customers of PT BPR Krisna Yuna Funds both savings, time deposits and credits, a sample of 95 customers using proportionate sampling method. All data obtained from questionnaires are suitable for use, then analyzed using structural equation model based on variance analysis known as Partial Least Square (PLS). The result of the research shows that service quality has positive and significant effect to customer satisfaction, service quality has positive and insignificant effect to company image, company image has positive and significant effect to customer satisfaction, service quality have positive and insignificant effect on word of mouth, positive and significant to word of mouth, corporate image has a positive and significant effect on word of mouth, corporate image can influence word of mouth through customer satisfaction and service quality can influence word of mouth through customer satisfaction. The implication of this research is that service quality can be improved by paying attention to service guarantee, corporate image can be improved by paying attention to company management. Customer satisfaction can be improved by paying attention to customer satisfaction to product and word of mouth can be improved by paying attention to motivate friend / relation.

Consumer satisfaction is the level of feeling in which a person expresses the results of the comparison of the performance of the product received and expected. Customer satisfaction is the internal feeling of each individual that may be the satisfaction or dissatisfaction caused by the assessment of the services provided to the individual in accordance with the customer's anticipation wishes by an organization (Oliver, 1980). Indicators of customer satisfaction (Lupiyoadi, 2001) are: (1) Fulfillment of customer expectations, (2) Satisfaction of using products, (3)Satisfaction of facilities, (4) Satisfaction with service, and (5) Satisfaction as a whole.

Word of Mouth:
Promotion is one of the critical success factors of a marketing program. However good the quality of a product or service, if the customer has never heard it and is not sure that the product can be useful, then the customer will never buy the product. One of the most powerful promotional tools is the WOM system (Kitapci et al ., 2014). Brown et al. (2005) states that WOM is an informal communication between a noncommercial speaker and a person receiving information about a brand, product, company or service. Tjiptono (2002) states that WOM is a personal or non-personal statement submitted by anyone other than the organization to the customer.  Mazzarol et al. (2007) has conducted a study exploring the meaning of WOM from various sources, one of the important exploration results found the meaning, willingness to offer benefits obtained from a product to others.
In accordance with literature and empirical studies, it can be developed a hypothesis in this study with exposure as follows:

1) Influence Service Quality with Customer Satisfaction:
The relationship between service quality and satisfaction is broadly documented in the marketing literature, theoretically speaking when the service provided meets or exceeds the expectations or expectations of the customer, the customer is satisfied (Parasuraman et al., 1988).  2) The influence of service quality on corporate image: The better the quality of service the better the impact on corporate image ( corporate image ). In the context of banking has a meaning, banks whose good image in the community caused by the quality of services provided by the bank concerned is not disappointing, even very good. Empirical studies show a positive relationship between the quality of banking services to the image of the bank (

3) The Influence of Corporate Image with Customer Satisfaction:
Image as an impression, feeling, public image of the company to the impression of being deliberately created from an object, person or organization. With the establishment of a good image in the eyes of customers, this will increase customer satisfaction to the company. The better the image of the company then the customer's satisfaction is increasing. Research conducted by (Methaq,  A widely accepted understanding of consumer behavior is that WOM plays an important role in shaping customer attitudes and behavior.This was stated by Reingen and Walker (2001). From the results of his research resulted in a study that showed WOM 7 times more effective than advertisements in magazines and newspapers, 4 times more effective than personal selling and 2 times more effective than radio advertising on business conducted by the company in influencing customers to switch to using the company's products. Harrison and Walker (2001) stated that service quality is one of the variables that can affect WOM. This research indicates that service quality positively influences the tendency of customers to do WOM. The perception of a higher quality of corporate services than customer expectations, will create a positive WOM. However, if the service quality offered is lower than the customer's expectation, then the customer will provide a negative recommendation or WOM. Research conducted by (

5) The Effect of Customer Satisfaction with WOM:
When consumers are satisfied, then the positive WOM will be created and they labih like to provide purchase recommendations to others (Swan and Oliver, 1989). In a study conducted by Wirts and Chew (2002) also supports the result that satisfaction significantly affects the WOM and the desire to make a purchase recommendation.
When customers are satisfied then they will give positive WOM and recommend others to make a purchase. While dissatisfied customers, they will forbid others to make a purchase. Research conducted by (

6) The Influence of Corporate Image with WOM:
Image is considered an asset that gives an organization the opportunity to differentiate itself from competitors and aims to maximize market share, increase profits, attract new customers, and retain existing customers, neutralize competitors' actions and organizational survival. This is because a good image helps reduce uncertainty in making purchasing decisions and provides consumer knowledge of products or services offered by the company. The better the image of the company then the customer will be willing to tell and recommend his experience to new customers.Research that examine between company image with wom, among others: (Suci, 2015) who found that corporate image have a positive and significant effect on word of mouth . The conceptual framework in this study is as follows :

Figure 1: Conceptual Framework
Quality of service is one of the key factors for the success of the company and can not be denied in the business world today, because nothing is more important for a company except to place the problem of customer satisfaction through service as one of its business commitments. Business actors are required to try more, as the climate of competition gets harder, but the economic capacity of society continues to decline. For that business actors need to do a good marketing effort.
What is meant by marketing itself is the process of planning conception, price, promotion, and distribution of ideas, establishing opportunities that can satisfy the individual and fit the organization's goals (Kotler, 2000). One form of marketing that can be done is to do Words-of-Mouth (WOM).WOM is eligible to choose, in addition to its relatively low cost, as well as based on research by Herr et al . (1991), in Mangold et al . (1999) found that WOM had a greater impact than written information. Information obtained from a person in the WOM process is usually more obvious, as it is a form of communication.
This clarity refers to: emotionally attractive, very clear information, and a very close source (Mangold et al., 1999). According Setyawati (2009), efforts to realize WOM, satisfying customers is a very obligatory thing. Because in a study by the US Office of Consumer Affairs (WNC) shows that WOM gives a significant effect on customer ratings.

Research Design:
The research design is the flow of research activities to provide solutions using a powerful approach (Margono, 2010). Survey research designed in this study aims to test the hypothesis and explain the influence of variables studied, namely: service quality, corporate image, customer satisfaction, and WOM

Location and Object Research:
Research conducted take location in PT. BPR Krisna Yuna Dana or often abbreviated as BPR KYD which is located at Jalan Raya Batubulan no. 10 A Sukawati Gianyar. The object of research is the clients who actively transact in BPR KYD.

Population:
The population in this study were all active customers of PT BPR KYD, both savings customers, time deposits and credit customers amounting to 1,890 with details of 1,425 savings accounts, 151 deposit customers and 314 credit customers.

Sample:
Based on calculations with the Slovin formula above, the minimum sample size targeted in the study is 95 people

Identification of Research Variables:
The variables involved and used in this study are as follows : 1) Exogenous variable is a variable whose variation of value is not influenced by other variables, and can influence variation of value of other variables which are usually given symbol X. The exogenous variable in this research is service quality (X). 2) Endogenous variables (endogenous variable) is the variable value variation influenced other variables (exogenous / free) is generally given the symbol Y. endogenous variables in this study is the image of the company (Y ), customer satisfaction (Y 2) and word of mouth or WOM (Y 3 ).
In addition, can be identified variables ( intervening variable ) in this research model are: corporate image (Y 1 ) and customer satisfaction ( Y 2 ) .

Data Collection Methods and Research Instruments:
Data were collected by distributing questionnaires, direct interviews, and documentation. To facilitate the calculation, then each -each questionnaire given weight as follows: Strongly Agree (SS) is scored 5; Agree (S) scored 4; Simply Agree (CS) is scored 3; Disagree (TS) is given a score of 2; and Strongly Disagree (STS) is given score value 1.

Testing of Research Instruments:
H acyl testing research instruments show the entire item the question of the four variables studied (quality of service, company image, customer satisfaction and WOM) has a valid (coefficient is above 0.30), and showed a good level of reliability (correlation coefficient Alpha (α ) Cronbach is above 0.60).

Descriptive analysis
To provide a description of the demographics of research respondents (age, gender, final education), and descriptive of research variables.

Inferential Analysis:
Used to test the empirical model and the hypothesis proposed in this study. The analysis technique used is a structural equation model(Structural Equation Modeling -SEM) variance based or component-based SEM, known as Partial Least Square (PLS).

Discussion:
In this study the four latent variables are service quality (X), corporate image (Y1), customer satisfaction (Y2), word of mouth (Y3) is a measurement model with reflective indicator, so in evaluation of measurement model is done by checking:

1) Evaluation of Measurement Model ( Outer Model )
a) Convergent Validity: in the results of this study, each indicator has an outer loading value greater than 0.50 and T-Statistic is above 1.96. so the indicators used to measure each research variable can be said to be valid.  (T-statistic > 1.96) . These results show that hypothesis 6 (H 6 ): corporate image has a positiveand significant effect on word of mouth (WOM) provable. In accordance with these results can be stated that the more popular image of the company is able to improve the word of mouth (WOM).

4) Results of Mediation Effect Testing
In order to know the overall effect for each relationship between the variables studied, it can be presented recapitulation of direct effects, indirect effects, and total effects in the following table : indicates the more popular corporate image (Y1), customer satisfaction (Y2) is higher, so in the end word of mouth (WOM) (Y3) can be bigger . Based on the results of testing the hypotheses that have been described above, then compiled the path diagram as a serving The following figure:

Conclusion:
Based on the discussion of research results, it can be concluded that, customer satisfaction and corporate image as a determinant of the influence of service quality to word of mouth is as follows.
1) Quality of service has a positive and significant impact on customer satisfaction at PT BPR Krisna Yuna Fund, meaning the better the quality of service provided to the customer, it will impact the higher the level of customer satisfaction. Similarly, if the services provided are not good, then customer satisfaction will decrease.
2) The quality of services and no significant positive effect on the image of the company at PT BPR Krishna Yuna Fund, this suggests that the quality of service that tend to promote tangible (tangible), reliability, responsiveness, service assurance, and empathy can not be popularizing the image of the company. Page | 20528

Limitations of Research:
Limitations that can be conveyed from this study are based on time the implementation of research is relatively short ( cross-sectional ). This limitation certainly has a low impact of generalization of research, given the problems faced in the process of maintaining customer relative complex and dynamic from time to time.
If the model is applied at other times and conditions it is possible to obtain different results. In addition to the development of more relevant indicators used in each variable, as well as many factors as a determinant of the level of customer loyalty to a company. This is considering the effort to increase customer loyalty is quite crucial in an increasingly dynamic era.

Suggestion:
Quality of service at PT BPR Krisna Yuna Dana, reflected in reliability is the most important dimension in service quality. This is not in accordance with the reality where in fact the average service guarantee is the highest average of the responses of respondents. Thus, the quality of service at PT. BPR Krisna Yuna Dana can be declared inadequate. Bibliography: