PENGARUH BRAND COMMUNITY DAN KUALITAS PRODUK TERHADAP WORD OF MOUTH DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING (Studi pada Komunitas Yamaha V-ixion Club Indonesia di Sidoarjo)
Abstract: Purpose of this
study is to analyze and discuss the
influence of brand community and product quality of the WOM ( Word Of
Mouth ) through satisfied as an
intervening variable. This research is a research kausal that kind of research
conclusively analyzed quantitatively, Respondents in this study are members of
the community who owns and uses a Yamaha V-Ixion. Using Yamaha V-Ixion more
than 6 months and has been active in events or forums for approximately 6
months of membership. By the age limit 17 years of age (for age are considered
an adult and have a sim). The sampling method usimg non-probability sampling
and saturated sampling is used for sampling techniques. Sample is using 100
people. Data collection techniques used
in this study was a questionnaire, while data analysis using path analysis with
AMOS program. The results of this study
that the brand community and quality of products significantly influence
satisfaction and a positive influence on WOM ( Word Of Mouth ) .The results also indicate that the
testmediation brand community and product quality to the WOM ( Word Of Mouth
) through satisfied partially proven.
Keywords: Brand Community,
Quality Products, WOM ( Word Of Mouth ) , Satisfaction
Penulis: ADIMAS RAHADIANSYAH
Kode Jurnal: jpmanajemendd171129
