THE ROLE OF CUSTOMER SATISFACTION MEDIATING THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON POSITIVE WORD OF MOUTH

Abstract: The purpose of this research to test the influence of product quality and brand image to Positive Word Of Mouth through customer satisfaction shoes sports Nike. The number of samples to be taken as much as 140 consumers shoes sports Nike with the methods purposive sampling. Data were collected through the distribution of the questionnaire. Technique the analysis used is sobel test by using path analysis. Based on the results of the analysis found that the variable quality products it has some positive effects and significantly to it WOM consumers Nike sneakers, the brand image it has some positive effects and did not significantly to it WOM Nike sneakers, it has some positive effects variable product quality and customer satisfaction significantly to Nike sneakers , it has some positive effects variable brand image and customer satisfaction significantly to Nike sneakers, it has some positive effects and variable customer satisfaction and consumer WOM it significantly to Nike sneakers Denpasar city. Keywords: quality products, brand image, customer satisfaction, positive word of mouth, nike.