The Effect of Experiential Marketing on Word of Mouth Using Satisfaction as an Intervening Variable (Study of Visitors to Trans Studio Mini Rungkut)
Abstract
Various entertainment venues continue to emerge every year, ranging from entertainment venues such as playgrounds, zoos, cinemas and others. This causes visitors to move between places of entertainment which results in a low level of loyalty. In order to have high competitiveness and to make consumers loyal, it is necessary to create the right marketing strategy and be able to evoke the emotions of visitors, through experiential marketing. The purpose of this research is to analyze and discuss the effect of experiential marketing on word of mouth with satisfaction as an intervening variable. This type of research is a type of conclusive research, totaling 220 respondents and then analyzed quantitatively and sampling using non-probability sampling technique of purposive sampling. The measurement scale in this study uses a Likert scale. The statistical analysis used is path analysis (Path Analysis) using AMOS 20 software. The results of this study indicate that there is a significant influence of experiential marketing variables on satisfaction variables. The results of this study also indicate that there is a significant influence of the satisfaction variable on word of mouth (WOM) variables. In addition, it was also found that there was a direct influence of experiential marketing variables on word of mouth (WOM) variables. The results of this study also indicate that there is a significant influence of the satisfaction variable on word of mouth (WOM) variables. In addition, it was also found that there was a direct influence of experiential marketing variables on word of mouth (WOM) variables. The results of this study also indicate that there is a significant influence of the satisfaction variable on word of mouth (WOM) variables. In addition, it was also found that there was a direct influence of experiential marketing variables on word of mouth (WOM) variables.
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DOI: http://dx.doi.org/10.18415/ijmmu.v10i8.4887
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