SUMMARY
AbstractThis research aims to determine how much influence customer perceived value (X1) toword of mouth (Y2), customer perceived value (X1) to customer loyalty (Y1), customer loyalty (Y1) to word of mouth (Y2) and customer perceived value (X1) to word of mouth (Y2) mediated customer loyalty (Y1) on customer CVPutra Putri in Jombang district.This research uses a quantitative approach. The sample was 100 customerCVPutra Putri live in Jombang by using non-probability sampling method and sampling techniques saturated. The research instrument a questionnaire and analyzed using regression mediation analysis and sobel test. The results of this research indicate that the customer perceived value (X1) has an influence on word of mouth (Y2) with a significance value less than 0.05 is equal to0.000, customer perceived value (X1) has an influence on customer loyalty (Y1) with significant value less than 0.05 is equal to 0.017, customer loyalty (Y1) has an influence on word of mouth (Y2) with a significance value less than 0.05 is 0.003 and customer loyalty (Y1) mediated customer perceived value (X1) to word of mouth (Y2) with a p-value of less than 0.05 is equal to 0.001.Forasubsequent research examines other factors besides affecting customer perceived value of word of mouth in order to obtain more complete information about the factors that influence word of mouth.Keywords : Customer perceived value, customer loyalty, word of mouth AbstrakPenelitian ini bertujuan mengetahui seberapa besar pengaruh customer perceived value(X1) terhadap word of mouth (Y2), customer perceived value (X1) terhadap customer loyalty (Y1), customer loyalty (Y1) terhadap word of mouth (Y2) dan customer perceived value (X1) terhadap word of mouth (Y2) yang dimediasi customer loyalty (Y1) pada pelanggan CVPutra Putri di kabupaten Jombang. Penelitian ini menggunakan pendekatan kuantitatif. Sampel penelitian ini adalah 100 pelanggan CVPutra Putri yang berdomisili di kabupaten Jombang dengan menggunakan metode non probability sampling serta teknik sampling jenuh. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan analisis regresi mediasidan uji sobel.Hasil penelitian ini menunjukkan bahwa customer perceived value (X1) memiliki pengaruh terhadap word of mouth (Y2) dengan nilai signifikansi lebih kecil dari 0,05 yaitu sebesar 0,000, customer perceived value (X1) memiliki pengaruh terhadap customer loyalty (Y1) dengan nilai signifikansi lebih kecil dari0,05 yaitu sebesar 0,017, customer loyalty (Y1) memiliki pengaruh terhadap word of mouth (Y2) dengan nilai signifikansi lebih kecil dari 0,05 yaitu sebesar 0,003 dan customer loyalty (Y1) memediasi customer perceived value (X1) terhadap word of mouth (Y2) dengan nilai p-value sebesar lebih kecil dari 0,05 yaitu sebesar 0,001.Untuk penelitian selanjutanya mengkaji faktor lain selain customer perceived value yang mempengaruhi word of mouth agar memperoleh informasi yang lebih lengkap tentang faktor-faktor yang mempengaruhi word of mouth.Kata kunci : Nilai pelanggan dirasakan, loyalitas pelanggan, dari mulut ke mulut