The Impact of Experiential Marketing on Word of Mouth With Customer Satisfaction as a Intervening Variable

Muhammad, Muhammad; Artanti, Yessy

doi:10.15294/jdm.v7i2.8201

Cited by 18 publications

(23 citation statements)

References 9 publications

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“…Customers will evaluate the results of purchase in the form of quality products and services, where it has two possible outcomes that satisfaction and dissatisfaction with the products and services (Muhammad & Artanti, 2016). There is a key factor in the development of brand loyalty: trust brand (Lau & Lee, 1999), There are several factors affecting brand trust, which in turn will lead to brand loyalty that brand experience and brand image (Lau & Lee, 1999), According Wismiarsi and Purnama (2015) experience the brand have an important role to brand loyalty from customers.…”

Section: Introductionmentioning

confidence: 99%

Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust

Marliawati

Cahyaningdyah

2020

MAJ

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This study is to examine the effect of brand experience and brand image on brand loyalty through brand trust. The population of this study is Ijjah_Collection customer via Shopee in Indonesia. The sample of this study consisted of 116 respondents using non-probability method. The method of collecting the data used questionnaire roomates then Analyzed using path analysis with IBM SPSS Statistics 22 program. The results of this study Showed: (1) brand experience has a positive and significant effect on brand loyalty, (2) brand image has a positive effect, but is not significant on brand loyalty, (3) brand experience has a positive effect and signficant on brand loyalty through brand trust, (4) brand image has a positive and significant effect on brand loyalty through brand trust, (5) brand trust has a positive and significant effect on brand loyalty.

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Section: Introductionmentioning

confidence: 99%

Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust

Marliawati

Cahyaningdyah

2020

MAJ

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“…Such a multi-sensory experience is more engaging and more memorable than other forms of education [87]. Muhammad and Artanti investigated whether an experience can have a positive effect on consumer satisfaction as well as on word of mouth [88]. In particular, approaches that target experiences are becoming more and more relevant due to the perceived exchangeability of brands [89].…”

Section: Bev User Modelmentioning

confidence: 99%

The Effects of a First-Time Experience on the Evaluation of Battery Electric Vehicles by Potential Consumers

2019

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In some countries, such as Norway, there is significant growth in the proportion of battery electric vehicles (BEVs) among new registrations. This is not the case in Germany, where less than 1% of all newly registered vehicles are electric cars. This disparity raises the questions of whether the performance factors of current BEVs (e.g., driving range) are able to compete with petrol-powered cars and how they are perceived by potential customers. Using marketing methods, car manufacturers can influence attitudes towards products and increase purchase intentions. Most prior studies used experiments in different settings to find out the perceived value of BEVs among potential customers, taking into account a longer perspective. There are no prior studies on the influence of short test drives on the value perception of BEVs. The main objective of this article was to explore and assess the effects of a first-time experience on the evaluation of BEVs by potential consumers in the German market (around the city of Münster, in the North Rhine-Westphalia region). We utilized the concept of a sensory marketing approach in the form of a short (10–15 min) test drive experiment. The results showed that perceptions, in terms of acquisition costs and acceleration/driving pleasure in particular, are developing positively. Other increasing values are maintenance and energy costs, engine/battery reliability, range in km, and driving comfort. In addition, the perception of all other performance factors has developed positively. Also, willingness to buy a BEV increased after the short test drive. The experiment shows that short test drives with BEVs are a suitable means to support the widespread promotion of electric cars.

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“…Experiential marketing juga mungkin akan menimbulkan kepuasan konsumen yang kemudian akan mempengaruhi pembelian ulang produk tersebut. Hasil penelitian Wahyuningtyas et al (2017) serta Muhammad & Artanti (2016) menyatakan bahwa ada hubungan antara experimental marketing dengan kepuasan pelanggan dan loyalitas pelanggan. Demikian pula Devindiani & Wibowo (2016) menyatakan bahwa experimental marketing dengan memiliki pengaruh positif dan signifikan pada kepuasan serta loyalitas pelanggan.…”

Section: Experiental Marketing Terhadap Kepuasan Konsumenunclassified

Pengaruh Experiental Marketing terhadap loyalitas konsumen dan dimediasi oleh kepuasan konsumen

Prasetyo¹,

Wasis²

2019

MBR

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Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh Experiental Marketing terhadap loyalitas konsumen dan dimediasi oleh kepuasan konsumen. Penelitian menggunakan metode explanasi (explanatory) dengan skala pengukuran Likert 5 point, sampel yang digunakan sebanyak 100 sampel, metode pengumpulan data dengan angket. Analisis data menggunakan analisis deskriptif, Analisa Jalur, dan Uji Sobel. Hasil penelitian menunjukan bahwa penerapan Experiental Marketing tidak berpengaruh terhadap loyalitas konsumen di Jos cafe Jombang, kepuasan konsumen berpengaruh positif terhadap loyalitas konsumen di Jos cafe Jombang, kepuasan konsumen berpengaruh positif menjadi mediasi Experiental Marketing terhadap loyalitas konsumen di Jos Cafe Jombang. Saran dalam penelitian selanjutnya yaitu agar dapat menggambarkan Experiental Marketing, Kepuasan konsumen dan loyalitas konsumen di Jos cafe jombang secara menyeluruh perlu dilakukan penelitian dengan menggunakan sampel yang lebih besar dan dalam jangka waktu penelitian yang lebih panjang.

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The Impact of Experiential Marketing on Word of Mouth With Customer Satisfaction as a Intervening Variable

Cited by 18 publications

References 9 publications

Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust

Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust

The Effects of a First-Time Experience on the Evaluation of Battery Electric Vehicles by Potential Consumers

Pengaruh Experiental Marketing terhadap loyalitas konsumen dan dimediasi oleh kepuasan konsumen

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