Quantitative analysis shows customer satisfaction mediates the effect of service quality on word of mouth, highlighting critical dynamics in brand perception.
This study aims to analyze the effect of brand image (CM) and service quality (KL) on positive word of mouth (WoM/ WOM) mediated by customer satisfaction (KP). The case study was conducted using a sample of 50 students from the Faculty of Economics and Business, Perbanas Institute Jakarta from the 2014/2015 to 2019/2020 batch. This research is a quantitative research using data analysis technique Partial Least Square (PLS). The results of the analysis show that service quality has a significant positive effect on customer satisfaction. Service quality has no significant positive effect on WoM. Brand image has no significant negative effect on customer satisfaction. Brand image has no significant negative effect on positive WoM. Customer satisfaction has a significant positive effect on WoM. Service quality has a significant positive effect on WoM through the mediating variable of
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Pramesworo et al. (2022) studied this question.
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