PENGARUH BRAND COMMUNITY DAN KUALITAS PRODUK TERHADAP WORD OF MOUTH DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING (Studi pada Komunitas Yamaha V-ixion Club Indonesia di Sidoarjo)

Abstract

Purpose of this study is to analyze and discuss the  influence of brand community and product quality of the WOM ( Word Of Mouth )   through satisfied as an intervening variable. This research is a research kausal that kind of research conclusively analyzed quantitatively, Respondents in this study are members of the community who owns and uses a Yamaha V-Ixion. Using Yamaha V-Ixion more than 6 months and has been active in events or forums for approximately 6 months of membership. By the age limit 17 years of age (for age are considered an adult and have a sim). The sampling method usimg non-probability sampling and saturated sampling is used for sampling techniques. Sample is using 100 people.  Data collection techniques used in this study was a questionnaire, while data analysis using path analysis with AMOS program.  The results of this study that the brand community and quality of products significantly influence satisfaction and a positive influence on WOM ( Word Of Mouth )  .The results also indicate that the testmediation brand community and product quality to the WOM ( Word Of Mouth )   through satisfied partially proven.

Keywords: Brand Community, Quality Products, WOM ( Word Of Mouth )  , Satisfaction