Title:
THE EFFECT OF PRICE, BRAND IMAGE AND PRODUCT QUALITY ON CUSTOMER SATISFACTION AND WORD OF MOUTH OF EPSON BRANDS IN SOUTHWEST ACEH DISTRICT

Authors:
Zulharman, Permana Honeyta Lubis and Sorayanti Utami ,Indonesia

Abstract:
This research aims to testthe effect of price, brand image and product quality on customer satisfaction and word of mouth of epson brands in southwest aceh district. the population in this research is the consumers in Southwest Aceh district. The sample is collected by using non probability sampling and purposive sampling technique which all members of the population have the same opportunity to be selected as samples. The amount of sample is determined as much as 150 respondents, to fulfil the requirement of Structural Equation Model (SEM) as a statistic method for testing. This SEM uses Amos software. The results prove that : 1) price influences word of mouth significantly; 2) brand image influences word of mouth significantly; 3) quality of product influences word of mouth significantly; 4) consumer satisfaction influences word of mouth significantly; 5) Price influences consumer satisfaction significantly; 6) brand image influences consumer satisfaction significantly; 7) quality of product influences consumer satisfaction significantly, in Epson brand printer. This verification tests contribute in updating the causality theories from the previous ones. The originality rests in the number of the previous causality theories that integrates in one model. The limitation lies in the amount of variables with one object. This model also contribute to practical managers especially the managers of EPSON brand printer to set the solution to penetrate the market with the products