PENGARUH BRAND IMAGE TERHADAP WORD OF MOUTH YANG DIMEDIASI OLEH CUSTOMER SATISFACTION

Abstrak

WOM is a form of interpersonal communication between consumers about personal experiences with products or companies. Preliminary survey conducted on 20 consumers who have shopped at Miniso, found that 18 consumers had done word of mouth promotions. This research was conducted to consumers of Miniso products in Denpasar with 114 respondents, using purposive sampling method. Data collected through questionnaire and analyzed by Path Analysis. Based on results, brand image that is dominated by product image indicator has positive and significant effect on word of mouth. Brand Image, dominated by product image indicators has positive and significant effect on customer satisfaction. Customer satisfaction that is dominated by positive and significant product quality indicators mediates the effect of Brand Image on WOM. This implies that Miniso needs to improve the quality of attractive product designs, providing excellence in facilities, comfort and service so as to create high consumer purchase intentions.

Keywords: brand image, customer satisfaction, WOM