ANALISA PENGARUH PRODUCT QUALITY TERHADAP WORD OF MOUTH DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING DARI CRUNCHAUS SURABAYA

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Abstract


Pertumbuhan yang pesat pada dunia kuliner yaitu tren makanan sehat yang digemari oleh generasi milenial menjadikan tantangan bagi perusahaan makanan sehat untuk dapat berkompetisi dengan perusahaan lainnya sehingga dapat memenangkan pasar. Inilah yang harus diperhatikan oleh Crunchaus sebagai salah satu perusahaan makanan sehat di Surabaya.Penelitian ini bertujuan untuk menganalisa pengaruh dari Product Quality terhadap Word of Mouthdengan Customer Satisfactionsebagai mediasi.Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden konsumen Crunchaus di Surabaya. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis. 

Keywords


Kualitas Produk, Komunikasi Mulut ke Mulut , Kepuasan Pelanggan

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