Institutional Image and Service Quality on Muzakki Satisfaction with Muzakki Word of Mouth as a Mediating Variable

The purpose of this study was to determine the direct and indirect effects of institutional image, service quality on muzakki satisfaction mediated by word of mouth. This research method is quantitative with a causality approach, with a population of 6,233 muzakki at Baznas Padang Pariaman in 2023, to determine the number of samples used simple random sampling technique calculated using the Slovin formula, so that a sample of 376 people was found. The data collection technique used a questionnaire analyzed with SEM-PLS 4. The results of the study found directly 1) Institutional image has a positive and significant effect on muzakki satisfaction. 2) Service quality has a positive and significant effect on muzakki satisfaction. 3) Institutional image has a positive and significant effect on WoM. 4) Service quality has a positive and significant effect on WoM. 5) WoM has a positive and significant effect on muzakki satisfaction. 6). WoM has the ability to mediate institutional image in a positive and significant form on muzakki satisfaction. 7) WoM has the ability to mediate service quality in a positive and significant form towards muzakki satisfaction. The R Square (R2) test result is 0.680, meaning that WoM can be explained by the image of the institution and the quality of service by 68% (moderate). The adjusted R-square is 0.790, meaning that muzakki satisfaction is explained by the image of the institution and the quality of service by 79% (high).