EFEK MEDIASI NILAI PELANGGAN ATAS PENGARUH REPUTASI DAN IKLAN LUWAK WHITE COFFEE TERHADAP PERILAKU WORDS OF MOUTH (WOM) PELANGGAN

Luwak White Coffee get a phenomenal achievement in the instant coffee market. As a player who came later this brand has been able to compete with brands already well known. Four years its presence has been able to achieve Top Brand in 2014 on category of White Coffee. The great reputation is because of the massive advertising activities with the good concept of advertising. Both of these variables are estimated as strong factors that make up the customer value and further encouraging words of mouth behavior. This study tried to analyze the influence of these variables to words of mouth and saw the mediating role of customer value. The population of this study are consumer society of Luwak White Coffee in West Pasaman. Results showed the reputation and advertising respectively partially positive and significant impact on customer value and also to words of mouth. Similarly, customer value positive and significant effect on the words of mouth. Tests also show that customers value acts as a full intervening in influence of reputation and advertising toward words of mouth. The results provide practical implications that in improving the behavior of words of mouth customers of Luwak White Coffee, the management must be continue to maintain and develop the reputation and advertising activity. Keywords: Words of Mouth, Customer Value, Reputation and Advertising