THE EFFECT OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION MEDIATED BY ELECTRONIC WORD OF MOUTH (eWOM) AT PT. BPR JATIM (PERSERODA) GRESIK BRANCH

Abstract

This study aims to analyze the influence of service quality and brand image on customer satisfaction mediated by electronic word of mouth (eWOM) at PT. BPR Jatim (Perseroda) Gresik Branch. This study used a quantitative approach with path analysis and the Sobel test to examine the mediation effect. The research sample consisted of 150 customers selected through purposive sampling. The results showed that service quality and brand image did not have a significant direct effect on customer satisfaction. However, eWOM acted as a significant mediator in the relationship between brand image and customer satisfaction. This finding implies that to increase customer satisfaction, companies need to build strong brand perceptions and encourage positive eWOM through superior service and digital communication.