Limanda, Andreas (2024) PENGARUH PROMOSI, DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN DENGAN e-WOM SEBAGAI MEDIASI PADA BENGKEL MOBIL TECHNIC SERVICE STATION DI JAKARTA SELATAN. Masters thesis, Universitas Tarumanagara.

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Abstract

UNIVERSITAS TARUMANAGARA
FAKULTAS EKONOMI
JAKARTA

A. Andreas Limanda (115210210)
B. Pengaruh Promosi, dan Citra Merek Terhadap Kepuasan Konsumen Dengan e-WOM
Sebagai Mediasi Pada Bengkel Mobil Technic Service Station Di Jakarta Selatan
C. Xv + 88 halaman, 24 tabel, 4 gambar, 31 lampiran
D. Pemasaran
E. Abstrak: Penelitian ini bertujuan untuk menguji pengaruh promosi dan citra merek
terhadap kepuasan konsumen melalui Electronic Word of Mouth (e-WOM) di
bengkel mobil Technic Service Station, dengan pendekatan teori StimulusOrganism-Response
(SOR).
Metode
kuantitatif

digunakan melalui survei terhadap
100 konsumen, dan data dianalisis menggunakan SEM-PLS dengan bantuan
software SmartPLS 4. Hasil penelitian menunjukkan bahwa promosi dan citra merek
berpengaruh positif terhadap e-WOM dan kepuasan konsumen. Citra merek
memberikan pengaruh signifikan secara langsung maupun melalui e-WOM sebagai
variabel mediasi. Selain itu, promosi terbukti meningkatkan e-WOM, yang
kemudian berkontribusi pada kepuasan konsumen. Model penelitian menunjukkan
kecocokan yang baik (R² e-WOM = 0,470; R² kepuasan konsumen = 0,611; GOF =
0,577). Penelitian ini memberikan implikasi praktis bagi Technic Service Station
untuk memperkuat strategi promosi dan citra merek melalui e-WOM guna
meningkatkan kepuasan dan loyalitas konsumen. Temuan ini juga memperkaya
literatur tentang pemasaran digital di sektor jasa otomotif, terutama dalam konteks
e-WOM sebagai mediator antara promosi, citra merek, dan kepuasan konsumen.

Kata Kunci: e-WOM, promosi, citra merek, kepuasan konsumen.

F. Daftar Pustaka: 66 (2014 - 2024)
G. Drs. M. Tony Nawawi, M.M.

UNIVERSITAS TARUMANAGARA
FAKULTAS EKONOMI
JAKARTA

A. Andreas Limanda (115210210)
B. The Influence of Promotion and Brand Image on Customer Satisfaction with e-WOM
as a Mediator at Technic Service Station Automotive Workshop in South Jakarta
C. Xv + 88 pages, 24 tables, 4 figures, 31 appendices
D. Marketing
E. Abstract: This study aims to examine the influence of promotion and brand image
on customer satisfaction through Electronic Word of Mouth (e-WOM) at the Technic
Service Station automotive workshop, using the Stimulus-Organism-Response (SOR)
theory approach. A quantitative method was employed through a survey of 100
customers, and the data were analyzed using SEM-PLS with SmartPLS 4 software.
The results reveal that promotion and brand image positively influence e-WOM and
customer satisfaction. Brand image significantly impacts satisfaction both directly
and through e-WOM as a mediating variable. Additionally, promotion enhances eWOM,
which
subsequently
contributes
to
customer
satisfaction.
The
research
model

demonstrates
good
fit
(R²
e-WOM
=
0.470;
R²
customer
satisfaction
=
0.611;
GOF

=
0.577).
This
study
provides
practical
implications
for
Technic
Service
Station
to

strengthen

promotional strategies and brand image through e-WOM to enhance
customer satisfaction and loyalty. The findings also enrich the literature on digital
marketing in the automotive service sector, particularly regarding e-WOM as a
mediator between promotion, brand image, and customer satisfaction.

Keywords: e-WOM, promotion, brand image, customer satisfaction.

F. References: 66 (2014–2024)
G. Drs. M. Tony Nawawi, M.M.

Item Type: Thesis (Masters)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 05 Jun 2025 04:23
Last Modified: 05 Jun 2025 04:23
URI: https://repotest.untar.ac.id/id/eprint/46960

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