PENGARUH KUALITAS LAYANAN DAN BRAND IMAGE TERHADAP WORD OF MOUTH (WOM) YANG DIMEDIASI KEPUASAN KONSUEN

Abstract

This research is aimed to fid out whether service quality and brand image give influence to the word of mouth which is mediated by customer satisfaction The population is all customers who have ever used the services of AHASS Motor Branch of Gedangan which is located on Jl.Raya A Yani NO. 133 Gedangan, Sidoarjo - East Java. The sample collection technique has been done by using purposive sampling and the numbers of samples are 98 respondents. The Analysis technique has been done by using path analysis method (path analysis). The results indicate that service quality give significant and positive influence to the customer satisfaction, brand image gives significant and positive influence to the customer satisfaction. Customer satisfaction has been proven to give significant and positive influence to the word of mouth. The influence of service quality and brand image have been proven to be significant to the word of mouth. These results indicate that customer satisfaction can mediate the influence of service quality and brand image to the word of mouth. The results of this test also show that the magnitude of the direct effect of service quality and brand image to the word of mouth is greater than the numbers of indirect influence of service quality and brand image to the word of mouth through customer satisfaction.
Keywords: Service quality, brand image, customer satisfaction, word of mouth, path analysis.