Electronic Theses and Dissertation

Abstrak the study entitled "the effects of experiential marketing on word of mouth (wom) with customer satisfaction as intervening variables in 212 mart customers in the banda aceh area", is intended to discover the effects of experiential marketing towards customers satisfaction word of mouth (wom) on 212 mart customers in the banda aceh area , influencing on word of mouth experience (wom) on the 212 mart customers in the banda aceh area, the effect of customer satisfaction on word of mouth (wom) on 212 mart customers in the banda aceh region, the effect of experiential marketing on word of mouth (wom) on the customer of 212 mart costumers in the banda aceh area and indirect effect of experiential marketing on word of mouth (wom) through customer satisfaction with 212 mart customers in the banda aceh area this study uses a causal approach with the quantitative type research that is correlational. spss application version 22 is used for data analysis. based on the results of the study shows that experiential marketing influences customers satisfactory of 212 mart in the banda aceh area. customer satisfaction affects the word of mouth (wom) of 212 mart customers in the banda aceh area. experiential marketing influences word of mouth (wom) on 212 mart customers in the banda aceh area. customer satisfaction can mediate experiential marketing of word of mouth (wom) on 212 mart customers in the banda aceh area. keywords: experiential marketing, word of mouth (wom), customer satisfaction penelitian yang berjudul “pengaruh experiential marketing terhadap word of mouth (wom) dengan kepuasan pelanggan sebagai variabel intervening pada pelanggan 212 mart di wilayah banda aceh”, mempunyai tujuan supaya mengetahui pengaruh experiential marketing terhadap kepuasan pelanggan pada 212 mart di wilayah banda aceh, pengaruh kepuasan pelanggan terhadap word of mouth (wom) pada pelanggan 212 mart di wilayah banda aceh, pengaruh experiential marketing terhadap word of mouth (wom) pada pelanggaan 212 mart di wilayah banda aceh dan pengaruh secara tidak langsung experiential marketing terhadap word of mouth (wom) melalui kepuasan pelanggan pada pelangggan 212 mart di wilayah banda aceh. penelitian ini menggunakan pendekatan kausal dengan jenis penelitian kuantitatif yang bersifat korelasi. analisa data menggunakan aplikasi spss versi 22. berdasarkan hasil penelitian diketahui bahwa experiential marketing berpengaruh terhadap kepuasan pada pelanggaan 212 mart di wilayah banda aceh.kepuasan pelanggan berpengaruh terhadap word of mouth (wom) pada pelanggan 212 mart di wilayah banda aceh. experiential marketing berpengaruh terhadap word of mouth (wom) pada pelanggan 212 mart di wilayah banda aceh.kepuasan pelanggan dapat memediasi experiential marketing terhadap word of mouth (wom) pada pelanggan 212 mart di wilayah banda aceh. kata kunci: experiential marketing, word of mouth (wom), kepuasan pelanggan