PERAN CUSTOMER SATISFACTION MEMEDIASI PENGARUH BRAND IMAGE TERHADAP WOM DALAM FAST FASHION RETAIL
The purpose of this study is to examine the effect of brand image on word of mouth behaviour through keeping customer satisfaction with H&M product consumers. The number of samples taken was 160 in H&M product consumers who had the criteria to have purchased H&M products, domiciled in Denpasar City, and were last educated in high school. Data was collected through questionnaires. The analysis technique used is the sobel test using path analysis. Based on the results of the analysis it was found that brand image variables had a positive and significant effect on customer satisfaction on H&M product consumers, the brand image variable had a positive and significant effect on word of mouth behaviour on H&M product consumers, customer satisfaction variables had a positive and significant effect on word of mouth behaviour to H&M product consumers and the brand image variables had a positive and significant effect on word of mouth behaviour through keeping customer satisfaction with H&M product consumers in Denpasar City. Keywords: brand image, customer satisfaction, word of mouth