Abstract
The purpose of this study is to examine the effect of brand image on word of mouth behaviour through keeping customer satisfaction with H&M product consumers. The number of samples taken was 160 in H&M product consumers who had the criteria to have purchased H&M products, domiciled in Denpasar City, and were last educated in high school. Data was collected through questionnaires. The analysis technique used is the sobel test using path analysis. Based on the results of the analysis it was found that brand image variables had a positive and significant effect on customer satisfaction on H&M product consumers, the brand image variable had a positive and significant effect on word of mouth behaviour on H&M product consumers, customer satisfaction variables had a positive and significant effect on word of mouth behaviour to H&M product consumers and the brand image variables had a positive and significant effect on word of mouth behaviour through keeping customer satisfaction with H&M product consumers in Denpasar City.
 Keywords: brand image, customer satisfaction, word of mouth
Highlights
The purpose of this study is to examine the effect of brand image on word of mouth behaviour through keeping customer satisfaction with H&M product consumers
Pengaruh Brand Image dan Customer Satisfaction terhadap Word of Mouth di Krisna Oleh-Oleh Khas
Summary
Dalam survei pendahuluan yang dilakukan terhadap 20 orang konsumen di Kota Denpasar yang pernah berbelanja di H&M , diperoleh hasil bahwa 18. Pernyataan “Produk H&M lebih unggul daripada pesaingnya” dengan rata-rata 3,55 dapat diambil kesimpulan secara keseluruhan responden setuju bahwa produk H&M menjadi pilihan prioritas konsumen dalam membeli barang fast fashion. Rata-rata pernyataan ini lebih kecil daripada ratarata keseluruhan variabel WOM sehingga indikator-indikator brand image dan customer satisfaction perlu ditingkatkan sehingga frekuensi konsumen membicarakan keunggulan produk H&M kepada teman atau kerabatnya meningkat. Rata-rata pernyataan ini lebih kecil daripada rata-rata keseluruhan variabel WOM sehingga indikatorindikator brand image dan customer satisfaction perlu ditingkatkan sehingga frekuensi konsumen mempromosikan manfaat yang telah mereka dapat setelah menggunakan produk H&M kepada teman atau kerabatnya meningkat. Rata-rata pernyataan ini lebih kecil daripada rata-rata keseluruhan variabel WOM sehingga indikator-indikator brand image dan customer satisfaction perlu ditingkatkan sehingga frekuensi konsumen melakukan transform opinion terhadap teman atau kerabatnya yang memiliki persepsi negatif tentang produk H&M sehingga mereka akhirnya menggunakannya meningkat
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