PENGARUH PRODUK DAN HARGA TERHADAP WORD OF MOUTH MELALUI KEPUASAN KONSUMEN

Abstract

This research is meant to find out product and price give influence to the word of mouth which is mediated by
customer satisfaction. The population is all customers of bakso CJDW Pak Sam on Jalan Gersikan no. 6f – 6g
Surabaya. The sample collection technique has been carried out by using purposive sampling and 100 respondents
have been selected as samples. The analysis technique has been performed by using path analysis. The result of the
research shows that product gives significant and positive influence to the customer satisfaction, price gives
significant and positive influence to the customer satisfaction. Product is proven to give significant and positive
influence to the word of mouth. Price is not proven to give significant and positive influence to the word of mouth.
Meanwhile, customer satisafction is proven to give significant and positive influence to the word of mouth. The
result shows that customer satisfaction mediates the influence of product and price to the word of mouth. The
result of the test shows then magnitude of indirect influence of product and price to the word of mouth through
customer satisfaction is larger than the magnitude of direct influence of product and price to the word of mouth.

Keywords: product, price, customer satisfaction, word of mouth.