PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP KOMUNIKASI WORD OF MOUTH

  • Putu Mertayasa Fakultas Ekonomi dan Bisnis Universitas Udayana (Unud), Bali, Indonesia
  • I Gusti Ayu Ketut Giantari Fakultas Ekonomi dan Bisnis Universitas Udayana (Unud), Bali, Indonesia

Abstract

The purpose of this study was to explain the effect of product quality and brand image on IndiHome customer satisfaction in Denpasar City, and to explain the effect of product quality, brand image and customer satisfaction on IndiHome customers' word of mouth communication in Denpasar City. The population in this study were all IndiHome customers in Denpasar City. The sampling technique used is purposive sampling method. The number of samples used in this study were 100 respondents. The data analysis technique used in this study is path analysis. The results showed that product quality and brand image had a positive and significant effect on IndiHome customer satisfaction in Denpasar City, and product quality, brand image and customer satisfaction had a positive and significant effect on IndiHome customers' word of mouth communication in Denpasar City.

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Published
2020-02-29
How to Cite
MERTAYASA, Putu; GIANTARI, I Gusti Ayu Ketut. PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP KOMUNIKASI WORD OF MOUTH. Buletin Studi Ekonomi, [S.l.], p. 1-21, feb. 2020. ISSN 2580-5312. Available at: <https://ojs.unud.ac.id/index.php/bse/article/view/55126>. Date accessed: 06 july 2020. doi: https://doi.org/10.24843/BSE.2020.v25.i01.p01.
Section
Articles