Promotion and place advertising combination on positive word of mouth private label product mediated by consumer satisfaction

摘要

This research uses a quantitative approach, using 25 samples taken from the population, namely consumers of retail companies that sell private label products, including Superindo, Indomaret, and Alfamart. The purpose of this study is to analyze and determine whether the variable customer satisfaction can mediate the effect of promotion and place advertising on positive word of mouth. Data analysis in this research used PLS (Partial Least Square) with the SmartPLS program, which consists of a measurement model, namely convergent validity, discriminant validity and composite reliability, as well as structural models namely R-Square, Q-Square, Path test coefficients to test the significance of influence, and the Sobel test to test for mediation. The results showed that consumer satisfaction was not able to mediate a positive relationship between promotion and positive word of mouth, but promotion had a significant effect on consumer satisfaction.