Factor Analysis of Service Quality, Price Perception, and Brand Image on Word of Mouth mediated by Satisfaction Variables at Poundfit Rocca Space Jakarta

Rocca Space as a sports community that has not been established for too long, Rocca Space wants its brand to be recognized by the wider community in Jakarta to all regions in Indonesia. The form of effort made is to test and analyze in terms of service quality, price perception, brand image, and customer satisfaction that can create positive word of mouth from individuals to other individuals. This study aims to determine, test, and analyze the relationship between word of mouth variables, with independent variables, service quality, price perception, brand image, and customer satisfaction as mediating variables, resulting in research implications. This study uses a descriptive research type method with a quantitative approach. The population of this study were Pound Fit Rocca Space Jakarta customers, with a minimum sample size of 145 respondents. The data processing carried out in this study was SmartPLS. The results of this study indicate that service quality, price perception, brand image, and customer satisfaction have a significant effect on word of mouth. Customer satisfaction does not affect the relationship between price perception and word of mouth. Price perception also has no significant effect on customer satisfaction. The contribution of this research can develop the repertoire of management science, especially in the field of marketing management. Namely related to discussing research on service quality, price perception, brand image, satisfaction, and word of mouth so that the theoretical studies in this study can be used by future researchers and can be developed again on other variables such as brand awareness, brand trust, and


Introduction
Based on data obtained from the DKI Jakarta Provincial Government's Youth and Sports Agency (Dispora), there were 2,095,485 people who did sports activities during 2020. This number decreased by 77% or 7,852,351 people. It can be seen from the graph in figure 1.1, there has been a significant decrease in the number of people who are actively exercising and this number does not break the number above 100,000 people (statistik.jakarta.go.id).

Figure 1 Quantity of Active Sports Communities in DKI Jakarta in 2019-2022
Source: Youth and Sports Agency of DKI Jakarta Province (statistik.jakarta.go.id) The main cause is due to the restrictions on outdoor activities implemented by the DKI Jakarta Provincial Government during the Covid-19 pandemic, in addition to many sports facilities being closed during this period. In the same year, the number of people actively exercising dropped dramatically from March to the end of the year. Since March 2020, the number of people actively exercising outdoors has decreased significantly in April with a percentage of 99%. There is a connection between these phenomena in line with what is done by the community, which is of course word of mouth (WOM) communication that attracts attention among news about sports.
One marketing strategy that is quite effective and which is still widely used by companies is a huge influence as an indirect promotional tool carried out by consumers to convey their impressions about the products they have used. A good quality product will certainly provide a sense of satisfaction in the minds of consumers. Service quality products / services start from the needs of service users and end in the perception of service users, so service quality depends on the ability of service providers or those who provide services to consistently meet the expectations of service users according to previous research by (Personal, 2020). Research by (Mallika Appuhamilage & Torii, 2019) states that there is a positive and significant influence between service quality and word of mouth.
Research (Hendra et al., 2022) states that price has an effect on word of mouth. Price can affect word of mouth if the price of a product or service is affordable, in accordance with the quality and benefits offered and has competitiveness. In addition, research by (Soumena & Qayyum, 2022) states that there is a positive and significant influence between brand image and word of mouth.
Service quality and price perception are two aspects of consideration to increase customer satisfaction. Consumers who are satisfied with the services provided will build a good perception of the company and the impact of these satisfied customers can create WOM (Word of Mouth) to others or the closest people. Based on the results of research by (Dharmawan & Hidayat, 2018) that service quality has a significant and positive effect on customer satisfaction, brand image has a significant and positive effect on customer satisfaction.
Apart from having a direct influence, service quality can also have an indirect effect. (Hermanto & Indriyanti, 2022) in his research shows that there is a relationship between service quality and WOM indirectly, where customer satisfaction is the mediating variable.
Satisfied customers often share their satisfaction with their colleagues. (Umara, 2017) in his research found that price has a significant effect on WOM with customer satisfaction as an intervening variable. Research (Prabandari & Widagda K, 2020) explains that in utilizing aspects of a good brand image for consumers so that it can create customer satisfaction in customers which ultimately leads to word of mouth.
Based on the description above, a pre-survey of these variables was conducted.

Research method
This study uses a descriptive approach to identify the extent to which the independent variables consisting of service quality (X1), price perception (X2), and brand image (X3) interact with the mediating variable of customer satisfaction. The aim is to describe the object of research or research results, especially word of mouth to do Poundfit sports. The research method used in this research is a quantitative research method with a descriptive approach.
The questionnaire statements were structured. The type of structured statement uses closedended questions. Conducted by questionnaires distributed through electronic media, namely Google Form.
According to (Malhotra, 2004), quantitative research seeks to quantify data, usually by applying certain forms of statistical analysis. This study uses a descriptive approach with the aim of describing the object of research or research results. Descriptive research according to (Malhotra, 2004), is a type of conclusive research that has the main objective of describing something, usually market characteristics or functions. Therefore, this research uses an explanatory survey method by distributing questionnaires online. The population in this study were the customers of Rocca Space Jakarta, then the customers who were included in the research population were given control questions to determine whether or not they could continue to be sampled in the study.
The sample size was determined using the hair formula. According to (Hair et al. 2017), determining the sample size is based on the number of items used in the questionnaire, assuming a range of nx 5 to nx 10 observations. Based on the calculation, the minimum sample size that the researcher will use is 145 respondents. Thus, the conceptual framework in this study can be made as follows:

Results and Discussion
Based on the results of hypothesis testing, it is known that service quality has a positive and significant effect on word of mouth. The results of this study are in line with research (Karlina & Haryanti, 2021), (Agustin et al., 2020), and (Punkyanti & Seminari, 2020) which state that service quality affects a person's word of mouth to follow or use a product or service. In line with research (Handra, 2021) which states that every good thing done by an institution by providing good service is a discussion that can be a fun topic for service users. Based on the results of this study, service quality is a trigger factor that affects word of mouth with an effect of 0.285 and the T-statistic value is 2.848, which has an effect of 28.5% so that by increasing service quality, it will be able to influence the respondent's word of mouth to other respondents without seeing other influences that are considered in increasing word of mouth. Referring to the research loading factor, there are two important indicators, namely X1.3 and X1.4.
Indicators included in empathy can be input to the management team and staff so that service quality must be maintained and become even better for customers so that they become positive word of mouth to others. Because the treatment or attitude of empathy to customers plays an active role in implementation in the field, when this empathy can attract customers it can also provide good or positive word of mouth between customers.
Based on the results of hypothesis testing, it is known that price perception has a positive and Based on the results of hypothesis testing, it is known that brand image has a positive and significant effect on word of mouth. The results of this study are in line with research (Hidayah, 2021), (Prabandari & Widagda K, 2020), (Steven, 2020), (Setiawati & Rozinah, 2020), (Agustin et al., 2020), and (Punkyanti & Seminari, 2020) found that brand image has a significant positive effect on word of mouth. The relationship between brand image and word of mouth is that brand image refers to the interpretation of the accumulation of various information received by consumers, while word of mouth refers to sales about a brand through the delivery of a consumer to others. To create a positive brand image, strategies are needed that make consumers feel satisfied, so that consumers will convey positive messages to people around them (Hidayah, 2021). Based on the results of this study, brand image is one of the triggering factors that influence word of mouth with an influence of 0.156 and the statistical T value is 2.004 has an influence of 15.6% so that the brand image is able to influence word of mouth which is a consideration in increasing word of mouth. Therefore, the management and staff of Poundfit Rocca Space need to improve the brand image which has a higher level of efficacy so that it can increase respondents to do word of mouth. there is a positive and significant influence between service quality on customer satisfaction.
In line with research (Annisa et al., 2022) which states that service quality has a significant influence on student satisfaction. This shows that LTI Pekanbaru has good service quality so that it can increase student satisfaction. A good assessment of service quality makes student This means that price perception has no effect on customer satisfaction.
Based on the results of hypothesis testing, it is known that brand image has a positive and significant effect on customer satisfaction. The results of this study are in line with research (Punkyanti & Seminari, 2020) and (Steven, 2020) found that the knowledge factor regarding brand image has a significant effect on customer satisfaction. In line with research by (Prabandari & Widagda K, 2020) which suggests that brand image, which is dominated by product image indicators, has a positive and significant effect on word of mouth. Based on the results of this study, brand image is one of the triggering factors that affect customer satisfaction with an effect of 26.9% and the calculated T value is 3.608 greater than the table.
There is an influence of the indicators of the brand image variable, based on the calculated T value of 15.734, the indicator "The price of Poundfit Rocca Space is more affordable than other similar Poundfit" has the largest indicator value and for the smallest indicator is the indicator "The brand or name Poundfit Rocca Space is easy to recognize by the public" with a calculated T value of 9.283. Thus, a high and increasingly widespread brand image will have a major effect on increasing respondents' satisfaction with word of mouth for Poundfit.  (Fitria & Yuliati, 2020), (Previta, 2020), (Punkyanti & Seminari, 2020) showing that the mediating effect of customer satisfaction on the relationship between service quality and word of mouth is significant. Based on the results of this study, the effect of service quality on word of mouth through customer satisfaction is found to be positive and significant with an effect of 0.125 and the statistical T value is 2.391 which has an effect of 12.5%, so that indirectly through customer satisfaction, improving service quality has a significant effect on word of mouth. Referring to hypothesis H1, it is found that service quality has a positive and significant effect on word of mouth. Also in the results of hypothesis H8 that service quality has a positive and significant effect on word of mouth through customer satisfaction, the mediation factor of customer satisfaction is partial mediation. This means that by involving the customer satisfaction variable, directly or indirectly the service quality variable affects the word of mouth variable.

Convergent validity
In the field of behavioral science, the term "convergent validity" is used to describe the extent to which two assessments of conceptually equivalent constructs are aligned with each other. below provides a summary of the loading factor values for each of the construct indicators.

Hypothesis Test Summary
In proving the hypothesis, the test is based on the values in the path coefficient table as shown in the table below. Based on Table 1, the findings suggest that the mediating effect of customer satisfaction does not universally strengthen the relationship between variables X and Y, particularly for perceived price perception on word of mouth. However, the mediating effect of customer satisfaction can improve the relationship between service quality and word of mouth, and then improve the relationship between brand image and word of mouth. The direct effect of each variable is accepted all except price perception on customer satisfaction is rejected.

Conclusion
The purpose of this study is to examine the relationship between service quality, price perception, and brand image on word of mouth poundfit Rocca Space Jakarta, considering the mediating effect of customer satisfaction. Each variable is tested, and the resulting values are analyzed. In addition, this conclusion responds to the cases found during this investigation.
H1: Service quality has a significant effect on word of mouth. H2: Price perception has a significant effect on word of mouth. H3: Brand image has a significant effect on word of mouth.
H4: Service quality has a significant effect on customer satisfaction. H5: Price perception has no significant effect on customer satisfaction. H6: Brand image has a significant effect on customer satisfaction. H7: Customer satisfaction has a significant effect on word of mouth.
H8: Service quality has a significant effect on word of mouth through customer satisfaction.