How Customer Value and Word-of-Mouth (E-WoM) Affect Customer Satisfaction with Fashion Conciousness as a Moderating Variable

Netty Laura S. (Department of Management, Universitas 17 Agustus 1945)
Nurul Fadella (Department of Management, Universitas 17 Agustus 1945)

JURNAL MANAJEMEN BISNIS
Vol. 9 No. 2 (2022): September

This study aims to determine the effect of customer value, e-WOM on customer satisfaction moderated by fashion consciousness. This study uses a quantitative approach with a questionnaire method. The population in this study is the people of Jakarta who have shopped for secondhand clothes. Using non-probability sampling method with purposive sampling technique. Data analysis using Smart PLS. The results showed that customer value and e-WOM had a positive and significant effect on customer satisfaction. Fashion consciousness is able to moderate the negative but significant effect of customer value on customer satisfaction. Fashion consciousness is able to moderate the effect of EWOM on customer satisfaction positively and significantly.