E-Jurnal Manajemen, Vol. 10, No. 11, 2021 : 1076-1095 ISSN : 2302-8912 DOI: https://doi.org/10.24843/EJMUNUD.2021.v10.i11.p02 1076 PERAN CUSTOMER TRUST MEMEDIASI PENGARUH CUSTOMER EXPERIENCE TERHADAP POSITIVE WORD OF MOUTH (Studi Pada Konsumen Cat Café Sanur) Kadek Sita Artha Hapsari 1 I Gede Ketut Warmika 2 1,2 Fakultas Ekonomi dan Bisnis Universitas Udayana (Unud), Bali, Indonesia email: sitaah98@gmail.com ABSTRAK Pengalaman menyenangkan adalah hal penting dalam menjalankan suatu usaha guna meningkatkan kinerja perusahaan. Tujuan dari penelitian ini menjelaskan peran customer trust memediasi pengaruh customer experience terhadap positive word of mouth. Sampel pada penelitin ini menggunakan metode purposive sampling, mengambil 104 sampel, responden yang telah mengunjungi Cat Café Sanur dengan kriteria berdomisili di Bali, seorang warga Negara Indonesia, telah mengunjungi Cat Café Sanur minimal satu kali, Pendidikan terakhir SMA/SMK sederajat. Data penelitian dikumpulkan melalui penyebaran kuesioner dengan teknik analisis data path analysis. Berdasarkan hasil analisis data ditemukan bahwa variabel customer experience berpengaruh siginifikan dan positif terhadap customer trust dan positive word of mouth; customer trust berpengaruh signifikan dan positif terhadap positive word of mouth; customer trust memediasi secara signifikan dan positif pengaruh customer trust terhadap positive word of mouth. Kata Kunci: Customer experience, customer trust, positive word of mouth ABSTRACT A pleasant experience is important in running a business in order to improve company performance. This study explain the role of customer trust in mediating the effect of customer experience on positive word of mouth. The sample in this study used a purposive sampling method, taking 104 samples, respondents who had visited Cat Café Sanur with the criteria of being domiciled in Bali, an Indonesian citizen, had visited Cat Café Sanur at least once, the last education was SMA / SMK equivalent. The research data was collected by distributing questionnaires with the data analysis technique is path analysis. Based on the results of data analysis, it was found that the customer experience variable had a significant and positive effect on customer trust and positive word of mouth; customer trust has a significant and positive effect on positive word of mouth; customer trust significantly and positive mediates the effect of customer trust on positive word of mouth. Keywords: Customer experience, customer trust, positive word of mouth