JMB : Jurnal Manajemen dan Bisnis

Articles

Vol. 6 No. 2 (2017): JMB : Jurnal Manajemen dan Bisnis

ANALISIS PENGARUH KEPUASAN, KUALITAS, DAN EXPERIENTIAL MARKETING TERHADAP WORD OF MOUTH APLIKASI WHATSAPP PADA MAHASISWA FEB UMT

DOI:
https://doi.org/10.31000/jmb.v6i2.1560
Submitted
May 3, 2019
Published
May 3, 2019

Abstract

This study aims to analyze the effects of satisfaction, quality, and
experiential marketing on the creation of word of mouth in the
application WhatsApp. This study uses three independent variables of
satisfaction, quality, and experiential marketing with one dependent
variable ie word of mouth. The use of variables in this study is expected
to know how the process occurs and what are the factors driving the
creation of word of mouth in WhatsApp application. The sample of this
research is user of WhatsApp application from student of Faculty of
Economics and Business of University of Muhammadiyah Tangerang.
Samples were taken with non probability sampling technique. Data
analysis of 160 respondents was done using Structural Equation
Modeling (SEM) as an analysis tool using LISREL 8.8 software. Based on
the results of data analysis, shows that: experiential marketing variables
have a positive influence and the greatest influence on word of mouth
WhatsApp applications, satisfaction variable has a positive influence on
word of mouth WhatsApp applications. The quality variable has the
least positive effect on word of mouth WhatsApp applications.

References

  1. Ahad, Annie Dayani and Lim, Syamimi Md Ariff
  2. Convenience or Nuisance?:
  3. The ‘Whatsapp’ Dilemma. Procedia
  4. – Social and Behavioral Sciences 155 (p.
  5. -196).
  6. Al Hamdani, Dawood Salim 2013. Mobile
  7. Learning: A Good Practice.Procedia
  8. – Social and Behavioral Sciences 103 (p.
  9. -674)
  10. Andreani, Fransisca. 2007. Experiential
  11. Marketing (Sebuah Pendekatan
  12. Pemasaran).Jurnal Manajemen
  13. Pemasaran, Volume 2 No 1. Universitas
  14. Kristen Petra Surabaya.
  15. Brown, et al., 2005. Spreading The Words:
  16. Investigating Antecedents of
  17. Customer’s Positive Word of
  18. Mouth Intention And Behavior in
  19. Retailing Context,Academy of
  20. Marketing Science Journals, Vol.33, no
  21. , p.123-138.
  22. Engel, James et al. 2006. Consumer
  23. Behaviour. Mason: Permissions
  24. Department, Thomson Business and
  25. Economics.
  26. Fahima, Lim. 2007. Word of Mouth
  27. Kalahkan Pengaruh Iklan ATL.
  28. diakses pada tanggal 20 Maret 2018 dari
  29. www.virtual.co.id
  30. Feigenbaum, Vallin, Armand. 1992. Kendali
  31. Mutu Terpadu. Jakarta: Erlangga.
  32. Ferdinand, Augusty. 2006. Metode Penelitian
  33. Manajemen. Edisi 2. Semarang: Badan
  34. Penerbit Universitas Diponegoro.
  35. Garvin, David A. (1988). Managing Quality,
  36. The New York Press
  37. Gwinner KP, Gremler DD, and Bitner MJ, 1998.
  38. Relational Benefit in Service
  39. Industries: The Customer
  40. Perspective. Journal Academic
  41. Marketing Science, Vol. 26, pp. 101-114.
  42. Harrison, L. Jean-Walker. 2001. The
  43. Measurement Of Word Of Mouth
  44. Communication And An
  45. Investigation Of Service Quality
  46. And Customer Commitment As
  47. Potential Antecedents. Journal of
  48. Service Research,Vol. 4, No. 1, pp. 60-
  50. Herr, P.M., Kardes, F.R. and Kim, J. 1991
  51. Effects of word-of- mouth and
  52. product attribute information on
  53. persuasion: an accessibilitydiagnosticity
  54. perspective. Journal of
  55. Consumer Research 17, 454– 62.
  56. Kartajaya, Hermawan. 2002. Hermawan
  57. Kartajaya On Marketing. Jakarta: PT.
  58. Gramedia Pustaka Utama.
  59. Kotler, Philip. 2001. Manajemen Pemasaran:
  60. Analisis, Perencanaan,
  61. Implementasi, dan Kontrol. Jakarta :
  62. PT. Prehallindo.
  63. Nuys, David Van. 2005. The Viral Impact of
  64. Experiental Marketing. Event
  65. Marketer Magazine E-Focus Group.
  66. Parasuraman, A. A. Zeithaml, V., and L. Berry, L.
  67. A Conceptual Model of
  68. Service Quality and Its
  69. Implications for Future Research.
  70. Journal of Marketing. Vol. 49 (fall)
  71. Peter, J. Paul dan Jerry C Olson. 2002.
  72. Perilaku Konsumen dan Strategi
  73. Pemasaran. Terjemahan. Jakarta:
  74. Erlangga.
  75. Priharmoko, Patria. 2004. Faktor-faktor yang
  76. mempengaruhi Word of Mouth
  77. pada konsumen Studi kasus
  78. pelanggan kartu halo DKI Jakarta.
  79. Tesis. Universitas Indonesia. Depok.
  80. Rangkuti, Freddy. 2002. Measuring Customer
  81. Satisfaction Teknik Mengukur dan
  82. Strategi Meningkatkan Kepuasan
  83. Pelanggan dan Analisis Kasus PLNJP.
  84. PT. Gramedia Pustaka Utama,
  85. Jakarta.
  86. Schmitt, Bernd H, 1999. Experiential
  87. Marketing: how to get your
  88. customers to sense, feel, think,
  89. act, and relate to your company
  90. and brand. The Free Press.
  91. Sugiyono. 2013. Metode Penelitian
  92. Kuantitatif Kualitatif dan R & D.
  93. Bandung: Alfabeta.
  94. Supomo, Bambang dan Indriantoro, Nur. 2002.
  95. Metodologi Penelitian Bisnis,
  96. Cetakan Kedua. Yogyakarta: Penerbit
  97. BFEE UGM.
  98. Thomas, Greg Metz. 2004. Bulding The Buzz
  99. In The Hive Mind. Journal of
  100. Consumer Behavior: Oct 2004; 4, 1:
  101. ABI/INFORM Global.
  102. Tjiptono, Fandy. 2006. Manajemen Jasa. Edisi
  103. Pertama. Yogyakarta : Andi.
  104. Wagner, J. and G. Rydstrom. 2001.
  105. Satisfaction, trust, and
  106. commitment in consumer
  107. relationship with online retailer.
  108. European Advances in Consumer
  109. Research. 5. 276-281.
  110. Wijanto, Setyo Hari. 2008. Structural
  111. Equation Modeling dengan LISREL
  112. 8. Yogyakarta: Graha Ilmu.
  113. Zeithaml. 1990. Delivering Quality Service.
  114. New York: Mc Graw Hil.

Downloads

Download data is not yet available.