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

Weda Ratnasari, Budiyanto Budiyanto


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.

Full Text:



Aaker, D. (2015). Building Strong Brands. (A. Baderi, Trans). Jakarta: Bumi Aksara.

Al-Abneh, M. M. (2017). Service Quality in the Hospital Industry. Journal of Tourism Hospitality, 6(133).

Armstrong & Kotler, P. (2015). Marketing an Introducing, Prentice Hall twelfth Edition .England : Pearson Education, Inc.

Dora, M. Y. Word of Mouth Implications of Service Quality Mediated Student Satisfaction. Widyatama International Seminar an Sustainability.

Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit Universitas Diponegoro.

Kotler, P, Keller, K. L. (2016). Marketing Management, 15th Edition, Pearson Education,Inc.

Leonard & Thung, F. (2017). The Relationship of Service Quality, Worth of Mouth, and Repurchase Intention in Online Transportation Services. Journal of Process Management-New Technologies, Vol. 5 No 4.

Pourkiani, Pourkiani, et al. (2014). Service quality effet on satisfaction and word of mouth ininsurance industry. Journal Management Science Letters. 1773-1780

Rahayu, S. (2018). Customer Satisfaction and Service Quality Develop Trust and Posotive Word of Mouth in Vacational Education.KnE Social Sciences.Vol. (2018).

Shabbir, M. Q., Khan, A. A., Khan, S. R. (2017). Brand Loyalty Brand image And Brand equity: The Mediating Role Of Brand Awareness. International Journal of Innovation and Applied Studies, Vol. 19 No. 2 Feb. 2017, pp. 416-423.


  • There are currently no refbacks.