Pengaruh Kepuasan, Kualitas Layanan, Dan Experiential Marketing Terhadap Word Of Mouth Situs Instagram Pada Mahasiswa FEB Universitas Islam Malang

Abstract

ABSTRACT

This study aims to analyze the effect of satisfaction, service quality, and experiential marketing on word of mouth on the Instagram social networking application site (a case study of FEB UNISMA students).

The sample in this study were users of the Instagram application, from students of the Faculty of Economics and Business, Islamic University of Malang, class 2016-2017. Samples were taken by purposive sampling technique. Data analysis of 80 respondents was conducted using an explanatory survey. The data analysis method used is quantitative analysis, namely the reliability and validation test, classical assumption test, t test and f test, and multiple linear regression analysis.

On the results of data analysis, it shows that: the satisfaction variable, service quality, and experiential marketing have a positive and significant effect on word of mouth, while the satisfaction variable has a positive and significant effect on word of mouth, and the experiential marketing variable has a positive and significant effect on word of mouth. mouth, therefore from the three have an effect, word of mouth also increases.

Keywords: Satisfaction, Service Quality, Experiential Marketing, Word Of Mouth.