The Impact of Experiential Marketing on Word of Mouth (Wom) with Customer Satisfaction as the Intervening Variable  

Oleh:

Muhammad ; Artanti, Yessy

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Jurnal Dinamika Manajemen vol. 7 no. 02 (2016), page 182-190.
Topik: Experiential Marketing; Customer Satisfaction; WOM
Fulltext: 8201-18168-3-PB_ros.pdf (259.95KB)

Isi artikel

Indonesia is a country with the biggest Moeslem population in the world, with 85% of its population is Moeslem. The greater development and economy in Indonesia, awareness and ability of Moeslem people in Indonesia to do the fifth pillars of Islam, namely Hajj has been increasing which can be indicated by the raising number of the applicants in 2015. PT Maktour got a predicate from the Ministry of Religous Affairs as the best special hajj and umrah organizer and was ranked as the Top Brand Index category travel agency in 2014. This study was to examine the impact of Experien-tial marketing on Word of Mouth (WOM) with customer satisfaction as intervening variable. The research design used hypothesis testing with a purposive sampling tech-niques. The respondents in this study were 105 respondents. The data were analyzed using AMOS software 20. The result showed Experiential marketing has a significant on customer satisfaction and WOM.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali