Abstract
This study aims to examine the effect of customer satisfaction and loyalty on word of mouth on XL Axiata product customers in Buleleng District, either simultaneously or partially. The research design used was causal quantitative research. The sample in the study was determined using purposive sampling technique. The number of samples used was 100 respondents. The instrument used in data collection was a questionnaire and the data analysis technique used was multiple linear regression analysis. The results of this study are: (1) Customer satisfaction and loyalty have a significant effect on word of mouth. (2) Customer satisfaction has a positive and significant effect on word of mouth. (3) Customer loyalty has a positive and significant effect on word of mouth.
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