Firdaus, Akbar Marettian (2025) Analisis Customer Trust dan Brand Image Terhadap Word Of Mouth Melalui Customer Satisfaction di Starbucks Surabaya. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Customer Trust and Brand Image on Word of Mouth with Customer Satisfaction as a mediating variable among Starbucks customers in Surabaya. Specifically, this study examines: the effect of Customer Trust on Word of Mouth, the effect of Brand Image on Word of Mouth, the effect of Customer Trust on Word of Mouth through Customer Satisfaction, and the effect of Brand Image on Word of Mouth through Customer Satisfaction. The population of this study consists of Starbucks Coffee Shop customers in Surabaya, with a sample size of 140 respondents selected using an accidental sampling technique. Data analysis was conducted using the Partial Least Square (PLS) approach with SmartPLS 3.0 software. The results indicate that: Customer Trust contributes to enhancing Word of Mouth, Brand Image contributes to enhancing Word of Mouth, Customer Trust contributes to enhancing Word of Mouth through Customer Satisfaction, and Brand Image contributes to enhancing Word of Mouth through Customer Satisfaction. Keywords: Customer Trust, Brand Image, Customer Satisfaction, Word of Mouth
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics |
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| Divisions: | Faculty of Economic and Business > Magister Management | ||||||||||||
| Depositing User: | Akbar Marettian Firdaus | ||||||||||||
| Date Deposited: | 01 Dec 2025 07:08 | ||||||||||||
| Last Modified: | 01 Dec 2025 07:08 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47134 |
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