Effect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at GO-JEK Customer in Mataram)

Athar, Handry Sudiartha (2019) Effect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at GO-JEK Customer in Mataram). Global Journal of Management and Business Research: E Marketing, 19 (7-E). ISSN Online ISSN: 2249-4588 & Print ISSN: 0975-5853

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Abstract

This research is examining the effect of experiential marketing and word of mouth with satisfaction as an intervening variable on GO-JEK customers in Mataram. The type of research conducted is an associative casualty. The sample design uses non-probability sampling and the accidental sampling technique is used to determine to sample with an unknown population. The sample taken was GO-JEK customers in Mataram, which amounted to 100 samples. Data analysis uses path analysis with the smart PLS program. The Results Showed that experiential marketing had a positive and not a significant effect on word of mouth, experiential marketing had a positive and significant effect on satisfaction, and satisfaction had a positive and not a significant effect on word of mouth GO-JEK customers in Mataram. Then word of mouth is influenced by experiential marketing with satisfaction mediation. In general Go- JEK still needs to introduce its products to the community in Mataram City.

Item Type: Article
Keywords (Kata Kunci): experiential marketing, satisfaction, word of mouth.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Pascasarjana
Depositing User: Dr Handry Sudiartha Athar,.MM
Date Deposited: 13 Aug 2021 10:12
Last Modified: 13 Aug 2021 10:12
URI: http://eprints.unram.ac.id/id/eprint/23209

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