Pengaruh Word of Mouth, Citra Merek, Brand Trust, Kualitas Produk, Dan Promosi Terhadap Kepuasan Pelanggan Pengguna Kartu Telkomsel (Studi Kasus Pada Masyarakat Kelurahan Bago Tulungagung)

Abstract

Abstract

This study aims to examine and analyze the influence of Word of Mouth, Brand Image, Brand Trust, Product Quality, and Promotion on customer satisfaction of Telkomsel card users in the Bago Tulungagung Village community. The population of this study were all people of Bago Village who used Telkomsel cards. Sampling was done using the Hair formula, then the number of respondents was 100 respondents. Data collection using a questionnaire and using SPSS version 16.0 to analyze the data. The results in this study partially are brand image, product quality, and promotion have an effect on customer satisfaction, while word of mouth and brand trust have no effect on customer satisfaction. And simultaneously word of mouth, brand image, brand trust, product quality and promotion have an effect on customer satisfaction of Telkomsel Card users in the Bago Tulungagung village community.

Keyword: Word of Mouth, Brand Image, Brand Trust, Product Quality, Promotion, Customer Satisfaction