| Резюме: | Increase of public interest in using herbal medicine causes increase in the
number of herbal medicine producers, causing competition to be harder.
Marketing concept states that companies have to satisfy their customers in order to gain profits. If feel satisfied, the customers will be loyal to certainproducts or companies, will repurchase the products in the future, and the more important is they will carry out word of mouth activity about the products to people around them. The aims of this research were to know the influence of customers� satisfaction on their loyalty, the influence of their satisfaction on their word of mouth behavior, and the influence of their loyalty on their word of mouth behavior, and the subjects were the customers of An Nuur�s herbal medicine in Yogyakarta.
This research was carried out with survey using questionnaire as a
measuring instrument. The sample was taken with non probability sampling
design using purposive sampling procedure. The sample consisted of 65
respondents and was taken from November 2011 to May 2012. The criteria of the respondents were they who had used An Nuur�s herbal medicine at least three times, bought it from stores in Yogyakarta, aged at least 17, and agreed to be subjects of this research. Then, the data were analyzed using linear regression analysis to know the relation between variables. The hypothesis was tested using t test.
The result of this research showed that customers� satisfaction had
significant positive influence on their loyalty. The highest customers� perception
was the easiness in consuming An Nuur�s herbal medicine, while the lowest was
the easiness in purchasing An Nuur�s herbal medicine. Customers� satisfaction
had significant positive influence on their word of mouth behavior. Customers�
loyalty had significant positive influence on their word of mouth behavior.
Customers� loyalty had greater influence than their satisfaction on their word of mouth behavior.
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