Pengaruh Brand Image dan After Sales Service Terhadap Word of Mouth dengan Kepuasan Pelanggan Sebagai Variabel Mediasi
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Persaingan pasar peralatan industri menuntut perusahaan tidak hanya membangun citra merek, tetapi juga menyediakan layanan purnajual yang mampu mendorong kepuasan dan rekomendasi pelanggan. Penelitian ini bertujuan menganalisis pengaruh brand image dan after sales service terhadap word of mouth (WOM), baik secara langsung maupun melalui kepuasan pelanggan sebagai variabel mediasi pada pengguna Power Tools Makita Industrial di kawasan KIIC Karawang. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori. Sampel terdiri atas 100 pengguna aktif Power Tools Makita Industrial pada PT Toyota Motor Manufacturing Indonesia, PT Astra Daihatsu Motor Engine, dan PT Isuzu Astra Motor Indonesia yang dipilih menggunakan non-probability sampling dengan metode accidental sampling. Data dikumpulkan melalui kuesioner skala Likert lima tingkat dan dianalisis menggunakan PLS-SEM dengan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa after sales service berpengaruh positif dan signifikan terhadap WOM (β=0,215; p=0,044), sedangkan kepuasan pelanggan berpengaruh positif dan signifikan terhadap WOM (β=0,229; p=0,029). Sebaliknya, brand image tidak berpengaruh signifikan terhadap WOM maupun kepuasan pelanggan, dan after sales service tidak berpengaruh signifikan terhadap kepuasan pelanggan. Pengujian specific indirect effect menunjukkan bahwa kepuasan pelanggan tidak memediasi pengaruh brand image maupun after sales service terhadap WOM. Temuan ini menunjukkan bahwa dalam konteks sampel pengguna peralatan industrial, WOM terutama berkaitan dengan pengalaman layanan purnajual dan kepuasan pelanggan secara langsung, bukan melalui mekanisme mediasi yang dihipotesiskan. Secara praktis, penyedia peralatan industri perlu memperkuat konsistensi layanan purnajual dan pengalaman pelanggan untuk mendorong rekomendasi positif.
The Influence of Brand Image and After Sales Service on Word of Mouth with Customer Satisfaction as Mediating Variable
Abstract
Competition in the industrial equipment market requires companies not only to establish a strong brand image but also to provide after-sales services that foster customer satisfaction and positive recommendations. This study aims to examine the effects of brand image and after-sales service on word of mouth (WOM), both directly and indirectly through customer satisfaction as a mediating variable among Makita Industrial Power Tools users in the KIIC industrial area, Karawang. This study employed a quantitative explanatory design involving 100 active users of Makita Industrial Power Tools from PT Toyota Motor Manufacturing Indonesia, PT Astra Daihatsu Motor Engine, and PT Isuzu Astra Motor Indonesia, selected through non-probability accidental sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using PLS-SEM with SmartPLS 4.0. The results demonstrate that after-sales service has a positive and significant effect on WOM (β=0.215; p=0.044), while customer satisfaction also positively and significantly affects WOM (β=0.229; p=0.029). Conversely, brand image has no significant effect on either WOM or customer satisfaction, while after-sales service does not significantly affect customer satisfaction. The specific indirect effect analysis further reveals that customer satisfaction does not mediate the effects of either brand image or after-sales service on WOM. These findings indicate that, within the sampled industrial users, WOM is primarily associated with direct after-sales service experiences and customer satisfaction rather than the hypothesized mediation mechanisms. Practically, industrial equipment providers should strengthen the consistency of after-sales services and customer experiences to encourage positive recommendations.
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