Word Of Mouth: The Role Of Satisfaction In Mediating The Influence Of Brand Image And Service Quality

Weda Ratnasari, Budiyanto Budiyanto

Abstract


Word of mouth can encourage decision to purchase through customer satisfaction. Customer satisfaction is influenced by brand image and service quality. This study aims to determine the effect of brand image and service quality on word of mouth through customer satisfaction as a mediating variable. This research is quantitative research. The data is collected through questionnaire. The data analysis technique uses static methods with modeling Structural Equation Modeling (SEM) Partial Least Square (PLS). The sample of this study is the Skin Care "R" Beauty’s consumers taken with accidental techniques in number of 100 respondents. Based on the results and discussion of the research, it can be concluded that 1) Brand image and service quality affect Word of Mouth, 2) Brand image and service quality affect Word of Mouth through satisfaction.


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