PENGARUH KUALITAS PRODUK TERHADAP WORD OF MOUTH MELALUI KEPUASAN PELANGGAN

Abstract

Abstract: This study aims to analyze and discuss the effect of products quality on word of mouth and customer satisfation as an intervening variable. This research is conclusive. The population in this study is the migration of prepaid electricity customers in the village of Menganti, Gresik. Samples are taken of 174 respondents with a proportional sampling and sampling incidental techniques. Measuring instrument used were questionnaires, the data were analyzed with path analysis. The results showed that the products quality has a significant direct effect on customer satisfation, products quality has a significant direct effect on word of mouth, customer satisfation has a significant direct effect on word of mouth, and there is an indirect effect of products quality to word of mouth through customer satisfaction.

Keywords: products quality, word of mouth, and customer satisfaction.