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

Made Aristiawan S. A.; Dwi Putra Buana S.; Handry Sudiartha A.

Authors

Made Aristiawan S. A.
Dwi Putra Buana S.
Handry Sudiartha A.

Keywords:

experiential marketing, satisfaction, word of mouth

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.

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How to Cite

Effect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at Go-Jek Customer in Mataram). (2019). Global Journal of Management and Business Research, 19(E7), 41-48. https://journalofbusiness.org/index.php/GJMBR/article/view/2954

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