Pengaruh Experiential Marketing dan Customer Satisfaction Terhadap Word of Mouth (WOM)

Kurniawan, Arsya Fajar (2018) Pengaruh Experiential Marketing dan Customer Satisfaction Terhadap Word of Mouth (WOM). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mendeskripsikan, menganalisis dan menjelaskan pengaruh experiential marketing dan customer satisfaction terhadap wordof mouth (WOM) pada pengguna scooter vespa di Kota Malang. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Metode penelitian yang digunakan adalah metode penelitian survey. Populasi dalam penelitian ini adalah pengguna scooter vespa yang ada di Kota Malang. Sebanyak 115 orang digunakan sebagai sampel dalam penelitian ini dengan menggunakan teknik Non-Probability Sampling. Dalam penelitian ini peneliti menggunakan jenis penelitian kuantitatif dengan pendekatan deskriptif dan menggunakan analisis inferensial yaitu analisis jalur dan uji hipotesis. Hasil analisis penelitian penelitian menunjukkan bahwa variabel experiential marketing mempunyai pengaruh signifikan dan berpengaruh positif terhadap customer satisfaction yaitu sebesar 0,806. Variabel customer satisfaction berpengaruh positif dan signifikan terhadap word of mouth sebesar 0,373. Variabel experiential marketing berpengaruh positif dan signifikan terhadap word of mouth yaitu sebesar 0,378. Berdasarkan penghitungan dalam mencari pengaruh secara tidak langsung, dapat disimpulkan bahwa pengaruh secara tidak langsung antara experiential marketing terhadap word of mouth melalui customer satisfaction lebih kuat dibandingkan dengan pengaruh secara langsung.

English Abstract

The purpose of this study to describe, analyze and explain the effect of experiential marketing and customer satisfaction toward word of mouth (WOM) on scooter vespa users of Malang city. The type of research used is explanatory research with quantitative approach. The research method used is survey research method. The population is scooters vespa users in Malang City. 115 people were used as samples in this study using Non-Probability Sampling techniques. In this research the researcher use quantitative research type with descriptive approach and use inferential analysis that is path analysis and hypothesis test. The result of research analysis showed that based on the formulation of the problem known variable experiential marketing has a significant effect and positive effect on the customer satisfaction that is equal to 0,806. Variable customer satisfaction have positive and significant effect to word of mouth that is equal to 0,373. Variable expereintial marketing have positive and significant effect to word of mouth that is equal to 0,378. Based on the calculation in the indirect effect, it can be concluded that the indirect effect between experiential marketing on word of mouth through customer satisfaction is bigger than direct effect.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/1036/051900299
Uncontrolled Keywords: Experiential Marketing, Customer Satisfaction, Word of Mouth. Experiential Marketing, Customer Satisfaction, Word of Mouth.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Publik / Negara
Depositing User: Budi Wahyono Wahyono
Date Deposited: 22 May 2019 02:06
Last Modified: 18 Oct 2021 03:05
URI: http://repository.ub.ac.id/id/eprint/165300
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