The research aim is to analyze the role of satisfaction as a mediator on the effect of service quality on WOM. Respondents are students who had conducted WOM in two biggest private Islamic universities owned by non-governmental organizations in Indonesia; University of Muhammadiyah Malang and University of Islam Malang. The data collected used questionnaire and are analyzed by using SEM PLS. The result shows that satisfaction has partially been mediated on the relationship between service quality and WOM.

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Mobile payment (m-payment) is payment using information technology system. Nowadays, the system is growing familiar to pay online shopping in Indonesia. There are almost a half of Indonesian population using m-payment for business transactions. One of m-payments which is growing popular called DANA. Introducing information technology into a business is important to make transaction easier than traditional one. This phenomenon has been studied based on the extension of Unified Theory of Acceptance and Use of Technology (UTAUT2). The research’s aim is to analyse the effect of UTAUT2’s variables on sustainability m-payment usability and the role of user’s experience as a moderator. All DANA users as the population of this study and the sample are 100 DANA users in Malang, East Java. Simple linear regression and Moderated Regression Analysis (MRA) completed to examine relevance hypothesis.  The results shows that the statement of price saving orientation and information quality are not reliable, there is a significant positive effect both of hedonic motivation and habits on continuance intention, and  experience does not moderate the effect of hedonic motivation on continuance intention.

H. B. Ardianto*)Nazaruddin Malik **) dan Eko Handayanto **)Magister Manajemen Universitas Muhammadiyah MalangE-mail: Hbardianto@yahoo.co.idABSTRACTA research to examined the effect service quality toward student satisfaction, effect of service qualitytoward word of mouth valence, effect of student satisfaction toward word of mouth valence of studentUniversity of Muhammadiyah Malang. The treatment were used questionnaire, each statement onquestionnaire used to know respondent respon very disagree until very agree. Based on answerquestionnaire result collected 105 responden, data were analysis technique of Structural EquationModel (SEM). The result show that service quality has a positive influence and significant towardstudent satisfaction, service quality has a positive influence but not significant toward word of mouthvalence, student satisfaction has a positive influence and significant toward word of mouth valence.Data result show that service quality has an indirect positive influence toward word of mouth valencethrough student satisfaction. Student satisfaction has a direct positive influence and significant towardword of mouth valence on private university.Key words: service quality, satisfaction, word of mouth valence