Word of Mouth Marketing Strategy by Consumer Satisfaction
Journal: International Journal of Management Research and Social Science (Vol.8, No. 2)Publication Date: 2021-06-05
Authors : Nurita Andriani;
Page : 51-59
Keywords : Product Quality; Gold Store; Service Quality; Customer Satisfaction; Word of Mouth; WOM.;
Abstract
This study aims to analyze the influence of gold goods quality and service quality on WOM (Word of Mouth) by using consumer satisfaction as a variable mediator (intervening) study at Mirage Jewellery Gold Shop. The quality of gold goods is a consideration for consumers in making purchases at Mirage Jewellery Gold Shop. Respondents in this study were consumers who made transactions at Mirage Jewellery Gold Store. The analysis method used is Structural Equation Modelling (SEM) analysis that is run with AMOS program. Hypothetical test results with SEM indicate that 1. The quality of gold goods has a positive effect on consumer satisfaction, 2. The quality of service has a positive effect on customer satisfaction, 3. Consumer satisfaction has a positive and significant effect on WOM4.The quality of service positively influenced WOM's study on Mirage Gold Jewellery Stores.
Other Latest Articles
- The Influence of Board Independent on Firm Performance of Sri Lankan Listed Companies
- Financial Liquidity, Asset Management and Financial Performance in Indonesia Listed Companies
- Business Law Literacy and Motivation Force for Quality of Knowledge, Talent and Ability in Support for Self-Development of Youth Macedonian
- Reconciliation of Cultural Change and Economic Achievements of Descendants of Indian Indentured Labourers in Fiji
- National Education Policy 2020: Language Perspective
Last modified: 2021-06-06 02:11:12