ANALISIS PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP WORD OF MOUTH MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA “DIMENSI KOPI” TRAWAS

  • Dita Dwi Cahyanti Universitas Wijaya Putra Surabaya
  • Indra Prasetyo Universitas Wijaya Putra Surabaya
  • Woro Utari Universitas Wijaya Putra Surabaya
Keywords: Word of Mouth, Consumer Satisfaction, Marketing Mix, Service Quality

Abstract

The purpose of this research is to find out and analyze the effect of marketing mix and service quality on word of mouth both directly and through customer satisfaction. This research is an explanatory research with quantitative approach. The population in this study were customers of Coffee Dimensions over the age of 15 years totaling 150 people. The number of samples taken in this study were 150 consumers using non probality sampling techniques. The results of research and data analysis show that the marketing mix has an effect on customer satisfaction, service quality has an effect on customer satisfaction, marketing mix has an effect on word of mouth, service quality has an effect on word of mouth, customer satisfaction has an effect on word of mouth, the marketing mix has an effect on word of mouth through customer satisfaction, and service quality affect word of mouth through customer satisfaction.

Published
2023-11-10
How to Cite
Cahyanti, D., Prasetyo, I., & Utari, W. (2023). ANALISIS PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP WORD OF MOUTH MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA “DIMENSI KOPI” TRAWAS. Jurnal Manajerial Bisnis, 7(1), 12-22. https://doi.org/10.37504/jmb.v7i1.556