THE INFLUENCE OF WORD OF MOUTH COMMUNICATION ANDQUALITY OF SERVICE TO THE BRAND IMAGE AND ITS IMPLICATIONS ON CUSTOMER VALUE IN UMJ FEB STUDENTS.

Abstract

Objective: (1) To determine and assess the effect of word of mouth to the brand image (2) To know To know andassess the impact of service quality to the brand image (3) To determine and assess the effect of word of mouthon the value of the customer (4) To identify and assess the impact of service quality to the image of customervalue(5) To determine and assess the impact of service quality on customer value.Results: (1) There is theinfluence of word of mouth to the brand image (t> t table or 14.024> 2.048) (2) impact of service quality to thebrand image (t> t table or 8.791> 2.048)(3) the effect of word of mouth on customer value (t> t table or 9.640>2.048) (4) impact of service quality to the image of customer value (t> t table or 27.333> 2.048) (5) impact ofservice quality on customer value ((t > t table or 9.475> 2.048).

Keywords: word of mouth communication, service quality, brand image, customer value