Value Co-Creation terhadap Word Of Mouth melalui Customer Satisfaction Produk Kerajinan Kulit Sukaregang Garut

Abstract

The purpose of carrying out this research is to see how the effect of shared creation value, the effect of customer satisfaction on word of mouth, and customer satisfaction in mediating the effect of the value of joint creation on the word mourning. This research method is descriptive and verification. Respondents involved were as many as 100 people. The method used in sampling using non-probability sampling. The research analysis method for testing uses a structural equation model with SmartPLS 3.0 tools. The results show that the value of co-creation has a significant effect on customer satisfaction, the value of cocreation has a significant effect on word of mouth, customer satisfaction has a significant effect on word of mouth, and customer satisfaction can mediate service quality.

Peran Kepuasan Pelanggan Memediasi Pengaruh Kualitas Layanan Terhadap Word of Mouth Pada Pelanggan Klinik Kecantikan

“…Mengindikasikan bahwa semakin tinggi kualitas layanan, maka akan semakin meningkatnya konsumen merekomendasikan suatu produk kepada orang lain. H2: kualitas layanan berpengaruh positif dan signifikan terhadap word of mouth Studi empiris yang dilakukan oleh (Sallam, 2016;Primantara, 2017;Wufron et al, 2020;Yuhandyta, 2021;Mathori & Chasanah, 2021;Arifin Rahmatulloh & Melinda, 2021) menemukan bahwa kepuasan pelanggan berpengaruh positif dan signifikan terhadap word of mouth. Mengindikasikan bahwa semakin meningkatnya kepuasan pelanggan, maka akan diikuti dengan meningkatnya word of mouth terhadap suatu produk ataupun jasa.…”