The Role Of Customer Satisfaction On Product Quality, Price And Brand Image In Creating Word Of Mouth On Shop Store Conato In Jember

Abstract

This research is a continuation of previous research which is categorized as confirmatory research. The data used in this study is the primary data obtained through the distribution of questionnaires. The population in this study were all consumers of three outlets of Conato in Jember. Determination of the number of samples using Ferdinand Samples method with the number of samples of 135 respondents. The technique or method of sampling used is proposive random sampling. The model of previous research analysis is Structural Equation Modeling (SEM) analysis which then developed in this research by using analysis of mediation variable. The results of this study indicate that the quality of the product will create word of mouth when consumers have felt the product and buy the product with experience satisfaction, the price will also create a word of mouth more widely when consumers have felt the product and buy the product by experiencing satisfaction and likewise brand image will create word of mouth extensively when the consumer has tasted the product and purchased the product by experiencing satisfaction. Analysis of mediation variables in this study showed that word of mouth can be influenced from product quality, price and brand image when consumers have felt and bought the product by experiencing the consumer so that the most important variable role in this research is consumer satisfaction.