Pengaruh kredibilitas merek terhadap word of mouth melalui customer satisfaction dan service quality
Article Sidebar
Main Article Content
Abstract
The development of the retail business has become very competitive due to offline and online competition. Business owners must provide the best service to customers because the dynamic behavior of customers allows them to try other brands if their needs are not met. Because the number of competitors continues to increase, companies must have good positioning and credibility to retain their customers and provide positive word of mouth. The purpose of this line research is to find out the effect of brand credibility on word of mouth through customer satisfaction and service quality as intervening variables at Carrefour Retail. The sampling technique used in this research is non-probability purposive sampling. While the analysis technique uses Partial Least Square (PLS)-Structural Equation Modeling (SEM). Respondents were taken from 230 Carrefour customers in Yogyakarta with certain characteristics. The results show that customer satisfaction and service quality are intervening variables between brand credibility and word of mouth; there is an effect of brand credibility on customer satisfaction and service quality; there is an effect of customer satisfaction and service quality on word of mouth; and there is an effect of customer satisfaction and quality on customer satisfaction. Service to Word of Mouth The influence of customer satisfaction on service quality.
Article Details
References
Abdillah, W., & Hartono, J. (2015). Partial Least square (PLS)-Alternatif Structural Ewuation Modeling (SEM) dalam penelitian bisnis. Andi.
Andreas, J. (2012). Pengaruh brand credibility terhadap word of mouth melalui customer satisfaction and customer loyalty at Giant Hypermarket in Surabaya. Jurnal Ilmiah Mahasiswa Manajemen, 1(4).
Anshori, M. S., Kriyantono, R., & Wulandari, M. P. (2017). Negotiation intermediaries dan identifikasi penyelesaian sengketa hak atas tanah masyarakat adat cek bocek salesek reen sury di Kabupaten Sumbawa. Jurnal IUS Kajian Hukum Dan Keadilan, 5(3), 481–496.
Ghorban, Z. S., & Tahernejad, H. (2012). A study on effect of brand credibility on word of mouth: With reference to internet service providers in Malaysia. International Journal of Marketing Studies, 4(1), 26.
Hardjanti, A., & Siswanto, H. (2014). Pengaruh dimensi endorser credibility dan brand credibility terhadap dimensi consumer-based brand equity. Jurnal Ilmiah WIDYA, 2(3), 42–50.
Kotler, K. K. P., & Manceau, D. (2012). Marketing management 14e. PEARSON FRANCE.
Lestari A, A. (2013). Pengaruh kualitas layanan dan harga terhadap word of mouth dengan kepuasan pelanggan sebagai variabel intervening (Studi pada pengunjung Timezone Plaza Surabaya). Buletin Ekonomi, 2(1), 1–26.
Maathuis, O., Rodenburg, J., & Sikkel, D. (2004). Credibility, emotion or reason? Corporate Reputation Review, 6(4), 333–345.
Mohsan, F., Nawaz, M. M., Khan, M. S., Shaukat, Z., & Aslam, N. (2011). Impact of customer satisfaction on customer loyalty and intentions to switch: Evidence from banking sector of Pakistan. International Journal of Business and Social Science, 2(16).
Oktiani, A., & Khadafi, R. (2018). Pengaruh brand awareness dan brand image serta word of mouth terhadap brand trust dan pembentukan brand loyalty pada pelanggan Cbezt Friedchiken Kecamatan Genteng Banyuwangi. COSTING: Journal of Economic, Business and Accounting, 1(2), 269–282.
Othman, M., Kamarohim, N., & Nizam, F. M. (2017). Brand credibility, perceived quality and perceived value: A Study of customer satisfaction. International Journal of Economics & Management, 11.
Smolnikov, S. (2018). Great power conduct and credibility in world politics. Springer.
Suhartono, S. (2022). Analisis pengaruh store image, price accuracy (harga), dan kelengkapan produk terhadap keputusan pembelian produk grocery di moderen market melalui point of purchase (pop) sebagai variabel intervening: Studi pada Carrefour Plaza Ambarrukmo Yogyakarta. Manajemen Dewantara, 6(1), 33–34.
Tamara, N. H. (2019). Jurnalisme data. Katadata.Co.Id. https://katadata.co.id/nazmi/analisisdata/5f1279ce2f3bb/perubahan-peta-persaingan-bisnis-retail-di-indonesia
Wijaya, F., & Sujana, S. (2020). Pengaruh kualitas layanan dan persepsi harga terhadap kepuasan pelanggan serta dampaknya terhadap Word Of Mouth. Jurnal Ilmiah Pariwisata Kesatuan, 1(1), 9–18.