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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Candy Adeline
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Economics, Econometrics & Finance

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PENGARUH BRAND CREDIBILITY TERHADAP WORD OF MOUTH MELALUI CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA TOKO SARINANDE CILEGON Candy Adeline; Rudy Pramono
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. 4 (2021): FairValue : Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (305.094 KB) | DOI: 10.32670/fairvalue.v4i4.800

Abstract

ABSTRACTThis research was conducted to determine the influence of Brand Credibilitytowards Word of Mouth through Customer Satisfaction and Customer Loyalty atSarinande Cilegon. This research held in Cilegon, involving 110 respondentswho had shopped at Sarinande Cilegon. Data collected by distributingquestionnaires containing 285 questions with Likert Scale of one to five based onnon-probability sampling method with convenience sampling technique. Datawas analyzed with Partial Least Sqaure (PLS) based Strutural EquationModelling (SEM) method. The result of this research state that customersatisfaction id proven to mediate the influence of brand credibility towards word of mouth, but not with customer loyalty. The positive influence was also provenon the influence of customer satisfaction and customer loyalty to word of mouth,and also had a positive influence on the effect of customer satisfaction oncustomer loyalty. Whereas it was not proven that brand credibility had a positiveinfluence towards customer loyalty
Co-Authors Pramono, Rudy