Open AccessTHE ROLE OF SERVICE QUALITY IMPROVES BRAND IMAGE IN HOTELS XYZ: WORD OF MOUTH AS A MEDIATION
Author(s) -
Bonifasius Mh. Nainggolan,
Puan Amidiola
Publication year - 2021
Publication title -
journal of management and leadership
Language(s) - English
Resource type - Journals
eISSN - 2621-2935
pISSN - 2620-9942
DOI - 10.47970/jml.v4i2.238
Subject(s) - brand image , word of mouth , service quality , advertising , accidental sampling , mediation , service (business) , population , quality (philosophy) , sampling (signal processing) , business , psychology , marketing , computer science , sociology , computer vision , social science , philosophy , demography , epistemology , filter (signal processing)
This study aims to analyze the effect of service quality on the brand image through word of mouth at Hotel XYZ Jakarta. The population in this study were all guests who came to the Hotel XYZ Jakarta, using primary data obtained from questionnaires with the accidental sampling method. Data samples were obtained from 234 respondents at Hotel XYZ in Jakarta. This study uses non-probability sampling with the SEM method, which is processed by SPSS and SmartPLS programs. The results represent service quality has a direct influence on word of mouth and brand image. Word of mouth also directly influences the brand image and can mediate the relationship between service quality and brand image.