DRIVERS OF CUSTOMER SATISFACTION AND ITS IMPACT ON WORD OF MOUTH IN SEAFOOD RESTAURANTS AT KEDONGANAN BEACH, BALI
The aim of this study was to examine direct effect of digital marketing innovation, service quality, location Word of Mouth (WOM) based on customer satisfaction at seafood restaurants at the Kedonganan Beach area, Bali, Indonesia. The research was conducted from August to December 2025. The population consisted of tourists who visited 3 seafood restaurants New Moon Cafe, Tepi Pantai Bali, The Cuisine at the Kedonganan Beach area. Sample selection used purposive sampling technique, with the criterion of having dined at one of those restaurants. Data were collected through structured questionnaires distributed to 105 respondents. Smart PLS was employed to analyze sample responses. Path coefficients corroborated the statistically significant effects of digital marketing innovation, service quality, location, and customer satisfaction and Word of Mouth. In addition, customer satisfaction had statistically significant mediating effect on the influence of digital marketing innovation, service quality and location on word of mouth. This finding emphasizes the importance of digital marketing innovation, excellent service quality, strategic location and customer satisfaction to increase positive WOM which can increase exposure and business sustainability.
Keywords: Customer Satisfaction, Digital Marketing Innovation, Location Service Quality, Word of Mouth
