PENGARUH WORD OF MOUTH TERHADAP KEPUASAN PELANGGAN YANG DIMEDIASI OLEH KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN BRAWIJAYA ISTANA OLEH-OLEH DI KOTA BATU)

This study aims to determine the effect of word of mouth on customer satisfaction which is mediated by purchasing decisions on consumers of Brawijaya Istana Souvenir in Batu City. This research was conducted on consumers who shop at Brawijaya Istana Souvenir on Jl. Dipenogoro No. 86, Sisir, Batu District, Batu City, East Java with the number of respondents taken using accidental sampling technique so that the number of respondents is 100 people. Collecting data using a questionnaire and measuring the data used is the Likert scale. The instrument test in this study is a test of validity and reliability test, and for data analysis techniques using classical assumption test, path analysis and hypothesis testing. Based on the results of research and discussions that have been carried out, the following conclusions can be drawn