The Intervening Role of Corporate Image in The Influence of Social Media Promotion and E-WOM on Customer Satisfaction

Abstrak

Objective done study This is for know the intervening role of Corporate Image in Influence of Social Media Promotion and Electronic Word of Mouth on Customer Satisfaction. Type study implementing field research with approach quantitative. Primary data obtained from results distribution questionnaire used in study this. Sample research of 96 respondents and rounded up to 100 respondents with formula lameshow. Capture technique samples used​ that is Purposive Sampling technique. Data analysis techniques using validity tests, reliability tests, and assumption tests classical (normality test, multicollinearity test, heteroscedasticity test), path analysis test, Sobel test, hypothesis test (t test and r² test).

Research result This obtained that : Social Media Promotion is influential and significant on Customer Satisfaction; Electronic Word of Mouth has a significant influence on Customer Satisfaction; Corporate Image has a significant influence On Customer Satisfaction; Social Media Promotion has a significant influence towards Corporate Image; Electronic Word Of Mouth has a significant influence on Corporate Image; Social Media Promotion is influenced Good in a way direct and No direct towards Customer Satisfaction as consequence From Corporate Image, Electronic Word Of Mouth is influenced Good in a way direct and No direct towards Customer Satisfaction as consequence from Corporate Image.