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

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

Agus Abdul Choleq

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Made Aristiawan S. A.

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Dwi Putra Buana S.

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Handry Sudiartha A.

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University of Mataram

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

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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.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Agus Abdul Choleq. 2019. \u201cEffect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at Go-Jek Customer in Mataram)\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E7).

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GJMBR Volume 19 Issue E7

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: M30

Submission ReceivedDecember 11, 2018
Peer Review Double Blind
Handling Editor
Accepted December 31, 2018
Published January 15, 2019

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v1.2

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December 10, 2019

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