PENGARUH CITRA BANK DAN KEPERCAYAAN TERHADAP KEPUTUSAN MENABUNG DENGAN VARIABEL MEDIASI WORD OF MOUTH PADA NASABAH BANK MANDIRI DI SURABAYA

The purpose of this research was to examine The Effect of Bank Image and Trust on Savings Decision with Word of Mouth as Mediation Variable of Bank Mandiri Customer in Surabaya. This study is causal by using a quantitative approach, the population in this study is the Bank Mandiri customers in Surabaya. Samples were taken by using judgment sampling technique, and obtained a total sample of 95 respondens. Data was collected by distributing questionnaires, the questionnaires as an instrument to get a response from the respondents. Data were analyzed by using Partial Least Square (PLS) with SmartPLS version 2.0 software. The result from this study show that Bank Image has a significant positive influence on Word of Mouth of Bank Mandiri customer savings decision in Surabaya. Trust has a significant positive influence on Word of Mouth of Bank Mandiri customer savings decision in Surabaya. Word of Mouth has a significant positive influence on Savings Decision of Bank Mandiri customer in Surabaya. Bank Image and Trust has a significant positive influence on Savings Decision with mediated by Word of Mouth of Bank Mandiri customer in Surabaya. Keywords : Bank Image, Trust, Word of Mouth, Savings Decisio