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Pengaruh Word Of Mouth, Citra Merek, dan Brand Ambassador Terhadap Kepuasan Konsumen Pada Produk Le Minerale

Year: 2025

Type: article

Abstract: This study aims to analyze the effect of Word of Mouth (WOM), brand image, and brand ambassador on consumer satisfaction with Le Minerale in Wonodadi District, Blitar Regency. A quantitative approach with a descriptive design was applied. The study involved 128 respondents selected through accidental sampling. The research instrument was a four-point Likert scale questionnaire tested for validity and reliability before use. Data were analyzed using SPSS version 27, including validity and reliability tests, normality, multicollinearity, heteroscedasticity, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results show that WOM, brand image, and brand ambassador each have a positive and significant effect on consumer satisfaction. Simultaneously, these three variables also have a significant impact, with an R² value of 0.604, indicating that 60.4% of the variation in consumer satisfaction is explained by WOM, brand image, and brand ambassador, while the remaining 39.6% is influenced by other factors beyond this study. These findings highlight the importance of combining marketing communication strategies to enhance consumer satisfaction in the bottled drinking water industry.

Source: Wawasan Jurnal Ilmu Manajemen Ekonomi dan Kewirausahaan

DOI: 10.58192/wawasan.v3i3.3791

Authors: Alfiani Fitria Ramadanti, Brahma Wahyu K, Zulfia Rahmawati

Institution: Universitas Islam Kadiri

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4415209948

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