Effect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at Go-Jek Customer in Mataram)
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. By creating more localized advertisements, participating in local events, and improving driver services for customers in Mataram.
