PENGARUH WORD OF MOUTH , DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN YANG DIMEDIASI DENGAN KEPUTUSANPEMBELIAN DI MIE GACOAN DEPOK

Abstract

The goal of this study is to examine the impact of brand image and Word of Mouth on customer satisfaction as an intervening variable in purchase decisions. This study's demographic consisted of tourists who had visited Mie Gaocan Depok . Purposive sampling was used to get 200 samples from respondents. Data analysis, both descriptive and quantitative. Structural Equation Modeling (SEM) is used for quantitative analysis. According to the findings of this study, brand image impacts purchase decisions, brand image influences customer satisfaction, and brand image influence customer satisfaction throught purchasing decisions. WOM influence consumer satisfaction, WOM influences purchasing decisions, WOM influences customer satisfaction throught purchasing decisions , purchasing decisions influence customer satisfaction