PENGARUH EXPERIENTIAL MARKETING DAN CITRA PERUSAHAAN TERHADAP WORD OF MOUTH (WOM)
Keywords:
experiential marketing, image, word of mouth
Abstract
This study examines the impact of experiential marketing and image on word of mouth (WOM). The methode used explanatory survey with random sampling. The respondent in this study were 100 respondent. The data were analyzed using linier regression. The result showed experiential marketing don’t have significant on word of mouth and image variabels has significant on word of mouth. The both of variables have simultan on word of mouth.
References
Andreani, Fransisca. (2007).”Experiential Marketing (Sebuah Pendekatan Pemasaran)”. Jurnal Manajemen Pemasaran, Vol.2 No.1 April hal.1 – 8
Angga Sucitra Hendrayana1, Imas Maesaroh2, Deden Taryan (2015). Pengaruh Experiential Marketing Dan Citra Universitas Terbuka Terhadap Word Of Mouth Mahasiswa. Jurnal Manajemen danBisnis Performa Vol XII no 2
Buchari Alma. (2005). Manajemen Pemasaran dan Pemasaran Jasa, Alphabet:Bandung
Muhammad,Yessy Artanti. (2016). The Impact Of Experiential Marketing On Word Of Mouth (Wom) With Customer Satisfaction As The Intervening Variable, Jurnal Dinamika Manajemen, 7 (2) 2016, 182-190
Kustini. (2007). Penerapan Experiential Marketing, Riset Ekonomi dan Bisnis Vol. 7 No. 2.
Ratih, Ida Aju Brahma. (2009). Pengaruh Kinerja Produk, Pelayanan dan Sumber daya manusia Terhadap Niat Pembelian Ulang Melalui Citra Perusahaan dan Kepuasan Pelanggan PT Asuransi Jiwasraya. Ekuitas. Vol. 13, no.2, p.176-198
Rifda Nabila, Sri Wahyuni dan Jonet Ariyanto Nugroho. (2015). Analisis Pengaruh Experiential Marketing Terhadap Word Of Mouth Sepeda Motor Yamaha, Prosiding Semiar Nasional Pendidikan Ekonomi & Bisnis, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sebelas Maret Surakarta
Schmitt, H. Bernd. (1999). Experiential Marketing: How to get your customer to sense, feel, think, act and relate to your company and brands. New York: The FreePress. Sernovitz, Andy. 2006.
Sugiyono. (2011). Metode Penelitian Kuantitatif kualitatif dan R&D. Bandung: Alfabeta.
Tang W. (2007). “Impact of coporate image and corporate reputation on customer loyalty : A review”. Journal of Management Science and Engineering. Vol 1(2)
Kotler, P & Keller, K. L. (2009). Manajemen Pemasaran Edisi tiga belas Jilid 1. PT Indeks, Jakarta.
Angga Sucitra Hendrayana1, Imas Maesaroh2, Deden Taryan (2015). Pengaruh Experiential Marketing Dan Citra Universitas Terbuka Terhadap Word Of Mouth Mahasiswa. Jurnal Manajemen danBisnis Performa Vol XII no 2
Buchari Alma. (2005). Manajemen Pemasaran dan Pemasaran Jasa, Alphabet:Bandung
Muhammad,Yessy Artanti. (2016). The Impact Of Experiential Marketing On Word Of Mouth (Wom) With Customer Satisfaction As The Intervening Variable, Jurnal Dinamika Manajemen, 7 (2) 2016, 182-190
Kustini. (2007). Penerapan Experiential Marketing, Riset Ekonomi dan Bisnis Vol. 7 No. 2.
Ratih, Ida Aju Brahma. (2009). Pengaruh Kinerja Produk, Pelayanan dan Sumber daya manusia Terhadap Niat Pembelian Ulang Melalui Citra Perusahaan dan Kepuasan Pelanggan PT Asuransi Jiwasraya. Ekuitas. Vol. 13, no.2, p.176-198
Rifda Nabila, Sri Wahyuni dan Jonet Ariyanto Nugroho. (2015). Analisis Pengaruh Experiential Marketing Terhadap Word Of Mouth Sepeda Motor Yamaha, Prosiding Semiar Nasional Pendidikan Ekonomi & Bisnis, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sebelas Maret Surakarta
Schmitt, H. Bernd. (1999). Experiential Marketing: How to get your customer to sense, feel, think, act and relate to your company and brands. New York: The FreePress. Sernovitz, Andy. 2006.
Sugiyono. (2011). Metode Penelitian Kuantitatif kualitatif dan R&D. Bandung: Alfabeta.
Tang W. (2007). “Impact of coporate image and corporate reputation on customer loyalty : A review”. Journal of Management Science and Engineering. Vol 1(2)
Kotler, P & Keller, K. L. (2009). Manajemen Pemasaran Edisi tiga belas Jilid 1. PT Indeks, Jakarta.
Published
2020-12-30
How to Cite
Setiawati, E., & Rozinah, S. (2020). PENGARUH EXPERIENTIAL MARKETING DAN CITRA PERUSAHAAN TERHADAP WORD OF MOUTH (WOM). Premium Insurance Business Journal, 7(1), 55 - 65. Retrieved from https://ejournal.stma-trisakti.ac.id/index.php/premium/article/view/8
Section
Articles
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