PENGARUH WORD OF MOUTH TERHADAP BRAND LOYALTY MELALUI BRAND TRUST DAN CUSTOMER SATISFACTION PADA MASKAPAI PENERBANGAN LOW COST CARRIER

Abstract

The low cost carrier is the controversial airlines because the airlines applied lower price but the
airlines incident higher than regulary airlines. The purpose of this research is to identify the influence of
WOM towards customer satisfaction and brand trust, to identify the influences of customer satisfaction
and brand trust towards brand loyalty. The number of samples are 150 samples, but there are two
sample with outlier, so the samples is used 148 samples. The data analysis technique ia structural
equation model. The research showing that WOM have impact towards customer satisfaction and brand
trust, customer satisfaction and brand trust have impact towards brand loyalty. Customer satisfaction and
brand trust able to mediate the influences WOM towards brand loyalty.

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