Quality Perception dan Word Of Mouth melalui Mediasi Customer Satisfaction terhadap Customer Loyalty pada Avoskin

Abstract

The importance of health and beauty is an important aspect of personal appearance. Many types of facial care products are offered to meet the needs and desires of consumers. However, good information is needed from various sources, both from themselves and others, regarding opinions, perceptions, or testimonials on the desired facial care product. Quality perception and word of mouth have an important role in increasing customer loyalty. The purpose of this study was to examine the influence of quality perception and word of mouth on customer satisfaction mediation. This research was conducted in the Bekasi area with a descriptive causality research design, a quantitative method approach, and a purposive sampling technique. Data was collected from 130 respondents who use Avoskin facial care products. Using the structural equation modeling (SEM) conceptual model. The results of this study explain how quality perception and word of mouth can increase customer loyalty through customer satisfaction in direct and indirect ways. Quality perception and word of mouth have a positive effect on customer loyalty through customer satisfaction, so it can be interpreted that each hypothesis has a positive influence. Thus, this research is expected to provide insight and knowledge for customers and companies on how the implications of quality perception and positive word of mouth can lead to customer satisfaction and customer loyalty among Avoskin product users.