PERAN MEDIASI SOCIAL BRAND ENGAGEMENT PADA HUBUNGAN ANTARA EXPERIENTIAL MARKETING TERHADAP WORD OF MOUTH (WOM)

Wiry Utami; Irda Irda; Tyara Dwi Putri

doi:10.31869/me.v9i2.4758

PERAN MEDIASI SOCIAL BRAND ENGAGEMENT PADA HUBUNGAN ANTARA EXPERIENTIAL MARKETING TERHADAP WORD OF MOUTH (WOM)

Wiry Utami, Irda Irda, Tyara Dwi Putri

Sari

Penelitian ini bertujuan untuk mengetahui peran mediasi social brand engagement pada hubungan experiential marketing terhadap word of mouth (WOM). Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling. Sampel pada penelitian ini sebanyak 311. Metode pengumpulan data yang digunakan pada penelitian ini menggunakan kuesioner dengan menggunakan google form. Analisis Data pada penelitian ini menggunakan Structural Equation Modelling (SEM) menggunakan SmartPLS 3.0. Hasil pada penelitian ini menunjukan bahwa experiential marketing berpengaruh pada social brand engagement, experience marketing juga berpengaruh pada word of mouth. Penelitian ini juga menunjukan bahwa social brand engagement berpengaruh pada word of mouth dan social brand engagement memediasi hubungan experiential marketing pada social brand engagement.

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Referensi

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DOI: https://doi.org/10.31869/me.v9i2.4758