<![CDATA[ABSTRAKPenelitian ini bertujuan untuk menganalisis kualitas media sosial Facebook terhadap WOM positif melalui kepuasan pelanggan dan outcome relational pada produk ASUS. Instrumen penelitian menggunakan kuisioner online melalui www.kwiksurvey.com yang berisi pernyataan responden mengenai persepsi kualitas layanan media sosial Facebook, kepuasan, outcome relational dan WOM. Kualitas media sosial yang diteliti adalah efisiensi, reliabilitas, fulfillment, privasi, daya tanggap, dan kompensasi. Populasi dalam penelitian ini adalah seluruh anggota Facebook yang tergabung dalam http://www.facebook.com/ASUSIndonesia. Metode sampling yang digunakan adalah purposive sampling, jumlah sampel yang diambil sebanyak 120 responden. Model analisis yang digunakan adalah analisis model struktural atau Structural Equation Modeling (SEM). ). Hasil analisis menunjukan bahwa kualitas media sosial berpengaruh signifikan terhadap kepuasan pelanggan, outcome relational, dengan arah hubungan positif. Berdasarkan pengujian kasualitas diketahui bahwa H1 yakni kualitas layanan pada media sosial berpengaruh siginifikan terhadap kepuasan pelanggan diterima, H2 yakni kualitas layanan pada media sosial berpengaruh signifikan terhadap outcome relational pelanggan diterima, H3 yakni kualitas layanan pada media sosial berpengaruh terhadap WOM positif ditolak, H4 yakni kepuasan pelanggan berpengaruh signifikan terhadap WOM positif ditolak, H5 yakni outcome relational pelanggan berpengaruh terhadap WOM positif ditolak.Kata Kunci: kualitas media sosial, kepuasan pelanggan, outsome relational, wom positif ABSTRACTThis study aims to analyze the quality of Facebook social media towards positive WOM through customer satisfaction and relational outcome on ASUS products. The research instrument used an online questionnaire through www.kwiksurvey.com which contained respondents' statements regarding the perception of the quality of Facebook social media services, satisfaction, relational outcomes and WOM. The quality of social media studied is efficiency, reliability, fulfillment, privacy, responsiveness, and compensation. The population in this study is all members of Facebook incorporated in http://www.facebook.com/ASUSIndonesia. The sampling method used is purposive sampling, the number of samples taken as much as 120 respondents. The analysis model used is structural model analysis or Structural Equation Modeling (SEM). ). The results of the analysis showed that the quality of social media has a significant effect on customer satisfaction, outcome relational, with the direction of positive relationship. Based on the testing of the quality is known that the quality of service H1 on social media significant effect on customer satisfaction received, H2 ie quality of service on social media significant effect on the outcome of customer relational acceptance, H3 ie quality of service on social media influence on WOM positive rejected, H4 ie satisfaction customers have a significant effect on the positive WOM rejected, H5 ie the outcome of customer relational influence on WOM positive rejected.Keywords: Quality of Social Media, Customer Satisfaction, Outsome Relational, WOM Positive]]>
