PENGARUH KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP BRAND LOYALTY DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI PADA PELANGGAN FASHION BRAND THIS IS APRIL

The purpose of this study is to examine the effect of product quality and word of mouth on brand loyalty with customer satisfaction as a mediator among customers of the fashion brand This is April. he population in this study consists of customers of This is April who have made direct purchases at the This is April store in Mall Olympic Garden Malang,
totaling 245 respondents. This research uses an explanatory research method with a quantitative approach and applies non-probability sampling with an accidental sampling technique. Data collection was conducted through a survey method using questionnaires distributed via Google Forms. The data analysis methods used path analysis. The results of this study show product quality has a positive but insignificant effect on brand loyalty. Word of mouth and customer satisfaction partially have a positive and significant effect on brand loyalty. Product quality has a positive but insignificant effect on customer satisfaction, and word of mouth has a positive and significant effect on customer satisfaction. Customer satisfaction is unable to mediate the effect of product quality on brand loyalty, and customer satisfaction is significantly able to mediate the effect of word of mouth on brand loyalty.