PENGARUH CITRA MEREK DAN PERSEPSI KONSUMEN
TERHADAP WORD OF MOUTH DENGAN KEPUASAN KONSUMEN
SEBAGAI VARIABEL MEDIASI
Studi Kasus : Lapangan Futsal di Kec. Duren Sawit, Jakarta Timur
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Hendriko, Hendriko
Subject
Manajemen Pemasaran
Datestamp
2021-12-11 03:26:21
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra merek dan persepsi konsumen terhadap word of mouth dengan kepuasan konsumen sebagai variabel mediasi, pada lapangan futsal di Kec. Duren Sawit, Jakarta Timur. Penelitian ini menggunakan jenis penelitian kuantitatif dengan pendekatan verifikatif, Populasi dari penelitian ini adalah konsumen yang menggunakan lapangan futsal di Kec. Duren Sawit, Jakarta Timur. Sampel ditentukan berdasarkan metode simple random sampling, dengan jumlah sampel sebanyak 96 responden. Teknik pengumpulan data menggunakan metoda survey menggunakan SPSS versi 23.00. Pengujian hipotesis dengan menggunakan uji koefesien determinasi (R2) dan uji analisis jalur (path analysis). Hasil penelitian membuktikan bahwa (1) Citra merek berpengaruh signifikan terhadap kepuasan konsumen, (2) Persepsi konsumen berpengaruh signifikan terhadap kepuasan konsumen, (3) Citra merek berpengaruh signifikan terhadap word of mouth, (4) Persepsi konsumen berpengaruh signifikan terhadap word of mouth, (5) Kepuasan konsumen berpengaruh signifikan terhadap word of mouth, (6) Citra merek berpengaruh signifikan terhadap word of mouth melalui kepuasan konsumen, dan (7) Persepsi konsumen berpengaruh signifikan terhadap word of mouth melalui kepuasan konsumen. Kata Kunci : citra merek, persepsi konsumen, kepuasan konsumen dan word of mouth ABSTRACT This study aims to knowing how much influence the brand image and consumer perceptions of word of mouth with customer satisfaction as a mediating variable, on the futsal field in Kec. Duren Sawit, East Jakarta. This study uses quantitative research with a verification approach, the population of this study are consumers who use the futsal field in Kec. Duren Sawit, East Jakarta. The sample was determined based on the simple random sampling method, with a total sample of 96 respondents. Data collection techniques using survey methods using SPSS version 23.00. Hypothesis testing using the coefficient of determination test (R2) and path analysis test. The results of the study prove that (1) brand image has a significant effect on customer satisfaction, (2) consumer perception has a significant effect on customer satisfaction, (3) brand image has a significant effect on word of mouth, (4) consumer perception has a significant effect on word of mouth, (5) Consumer satisfaction has a significant effect on word of mouth, (6) Brand image has a significant effect on word of mouth through customer satisfaction, and (7) Consumer perception has a significant effect on word of mouth through customer satisfaction. Keywords: brand image, consumer perception, customer satisfaction and word of mouth
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra merek dan persepsi konsumen terhadap word of mouth dengan kepuasan konsumen sebagai variabel mediasi, pada lapangan futsal di Kec. Duren Sawit, Jakarta Timur. Penelitian ini menggunakan jenis penelitian kuantitatif dengan pendekatan verifikatif, Populasi dari penelitian ini adalah konsumen yang menggunakan lapangan futsal di Kec. Duren Sawit, Jakarta Timur. Sampel ditentukan berdasarkan metode simple random sampling, dengan jumlah sampel sebanyak 96 responden. Teknik pengumpulan data menggunakan metoda survey menggunakan SPSS versi 23.00. Pengujian hipotesis dengan menggunakan uji koefesien determinasi (R2) dan uji analisis jalur (path analysis). Hasil penelitian membuktikan bahwa (1) Citra merek berpengaruh signifikan terhadap kepuasan konsumen, (2) Persepsi konsumen berpengaruh signifikan terhadap kepuasan konsumen, (3) Citra merek berpengaruh signifikan terhadap word of mouth, (4) Persepsi konsumen berpengaruh signifikan terhadap word of mouth, (5) Kepuasan konsumen berpengaruh signifikan terhadap word of mouth, (6) Citra merek berpengaruh signifikan terhadap word of mouth melalui kepuasan konsumen, dan (7) Persepsi konsumen berpengaruh signifikan terhadap word of mouth melalui kepuasan konsumen. Kata Kunci : citra merek, persepsi konsumen, kepuasan konsumen dan word of mouth ABSTRACT This study aims to knowing how much influence the brand image and consumer perceptions of word of mouth with customer satisfaction as a mediating variable, on the futsal field in Kec. Duren Sawit, East Jakarta. This study uses quantitative research with a verification approach, the population of this study are consumers who use the futsal field in Kec. Duren Sawit, East Jakarta. The sample was determined based on the simple random sampling method, with a total sample of 96 respondents. Data collection techniques using survey methods using SPSS version 23.00. Hypothesis testing using the coefficient of determination test (R2) and path analysis test. The results of the study prove that (1) brand image has a significant effect on customer satisfaction, (2) consumer perception has a significant effect on customer satisfaction, (3) brand image has a significant effect on word of mouth, (4) consumer perception has a significant effect on word of mouth, (5) Consumer satisfaction has a significant effect on word of mouth, (6) Brand image has a significant effect on word of mouth through customer satisfaction, and (7) Consumer perception has a significant effect on word of mouth through customer satisfaction. Keywords: brand image, consumer perception, customer satisfaction and word of mouth
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