Word of Mouth Marketing Strategy by Consumer Satisfaction

Nurita Andriani
Product Quality; Gold Store; Service Quality; Customer Satisfaction; Word of Mouth; WOM.
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.
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Received : 04 February 2021
Accepted : 19 April 2021
Published : 30 April 2021
DOI: 10.30726/ijmrss/v8.i2.2021.82008