PERAN CUSTOMER SATISFACTION MEMEDIASI PENGARUH BRAND IMAGE TERHADAP WOM DALAM FAST FASHION RETAIL

ABSTRAK Tujuan dari penelitian ini untuk menguji pengaruh brand image terhadap penyebaran word of mouth positif melalui customer satisfaction pada konsumen produk H&M. Jumlah sampel yang diambil sebanyak 160 pada konsumen produk H&M yang memiliki kriteria pernah melakukan pembelian produk H&M, berdomisili di Kota Denpasar, dan berpendidikan terakhir minimal SMA/SMK/Sederajat. Data dikumpulkan melalui penyebaran kuesioner. Teknik analisis yang digunakan adalah uji sobel dengan menggunakan path analysis. Berdasarkan hasil analisis ditemukan bahwa variabel brand image berpengaruh positif dan signifikan terhadap customer satisfaction pada konsumen produk H&M, variabel brand image berpengaruh positif dan signifikan terhadap word of mouth pada konsumen produk H&M, variabel customer satisfaction berpengaruh positif dan signifikan terhadap word of mouth pada konsumen produk H&M dan brand image berpengaruh positif dan signifikan terhadap word of mouth melalui variabel customer satisfaction pada konsumen produk H&M di Kota Denpasar. Kata Kunci: brand image, customer satisfaction, word of mouth ABSTRACT The purpose of this study is to examine the effect of brand image on word of mouth behaviour through keeping customer satisfaction with H&M product consumers. The number of samples taken was 160 in H&M product consumers who had the criteria to have purchased H&M products, domiciled in Denpasar City, and were last educated in high school. Data was collected through questionnaires. The analysis technique used is the sobel test using path analysis. Based on the results of the analysis it was found that brand image variables had a positive and significant effect on customer satisfaction on H&M product consumers, the brand image variable had a positive and significant effect on word of mouth behaviour on H&M product consumers, customer satisfaction variables had a positive and significant effect on word of mouth behaviour to H&M product consumers and the brand image variables had a positive and significant effect on word of mouth behaviour through keeping customer satisfaction with H&M product consumers in Denpasar City. Keywords: brand image, customer satisfaction, word of mouth