PENGARUH CITRA MEREK DAN NILAI YANG DIRASA TERHADAP WORD OF MOUTH (WOM) DENGAN MEDIASI KEPUASAN NASABAH TABUNGANBCA DI SURABAYA

This study aimed to test the significance of the influence of brand image and perceived value on customer satisfaction, both directly and indirectly as well as testing the significance of the influence of customer satisfaction on word of mouth BCA customers in Surabaya. This study is causal by using a quantitative approach. The population in this study is the BCA customers in Surabaya.Samples were taken by using judgment sampling technique and obtained a total sample of 100 respondens. Data was collected by distributing questionnaires, then the data were analyzed by using Partial Least Square (PLS). The results in this study show that: (1) Brand Image has a significant positive influence on Customer Satisfaction BCA in Surabaya; (2) Perceived Value has a significant positive influence on Customer Satisfaction BCA in Surabaya; (3) Customer Satisfaction has a significant positive influence on WOM of BCA customer in Surabaya; (4) Brand Image and Perceived Value has a significant positive influence on WOM with mediated by the Customer Satisfaction BCA in Surabaya. Keywords: Brand Image, Perceived Value, Customer Satisfaction, Word of Mouth