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Kussudyarsana Kussudyarsana
Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta
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Journal : Jurnal Akuntansi dan Pajak

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Pengaruh Customer Experience dan Service Quality Terhadap Word of Mouth pada Hotel Bobobox dengan Customer Satisfaction sebagai Variabel Intervening Syahputra, Firnanda Dwi; Kussudyarsana, Kussudyarsana
Jurnal Akuntansi dan Pajak Vol. 24 No. 2 (2024): JAP : Vol. 24, No. 2, Agustus 2023 - Januari 2024
Publisher : ITB AAS INDONESIA

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Abstract

The purpose of this research is to determine whether customer experience and service quality can affect word of mouth mediated by customer satisfaction at Bobobox hotel. The method used in this research is quantitative research with the sampling technique used, namely non probability sampling, with purposive sampling method. The results in this research indicate that customer experience has no effect on word of mouth, but service quality affects word of mouth, customer experience affects customer satisfaction, service quality affects customer satisfaction, customer satisfaction affects word of mouth, customer satisfaction can mediate the relationship between customer experience and word of mouth, customer satisfaction can mediate the relationship between service quality and word of mouth. Keywords: Customer Experience, Service Quality, Word of Mouth, Customer Satisfaction
ANALISIS EFEKTIVITAS KAMPANYE PEMASARAN STORYTELLING PADA PLATFORM AZARINE COSMETIC UNTUK MENINGKATKAN BRAND IMAGE DAN BRAND TRUST SEBAGAI MEDIASI TERHADAP NIAT PEMBELIAN KONSUMEN Utami, Ruruh Ayu; Kussudyarsana, Kussudyarsana
Jurnal Akuntansi dan Pajak Vol. 24 No. 2 (2024): JAP : Vol. 24, No. 2, Agustus 2023 - Januari 2024
Publisher : ITB AAS INDONESIA

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Abstract

This research combines concepts related to marketing, communication, and consumer psychology to test hypotheses about the effectiveness of storytelling marketing campaigns on social media platforms focused on the Azarine brand, which is a local brand in Indonesia with a variety of products that have been recognized by the public. The research design used in this study is included in the type of quantitative research. This research uses the Partial Least Square (PLS) method. The results of the effectiveness of the storytelling marketing campaign on the Azarine cosmetics platform to improve brand image and brand trust as mediation on consumer purchase intentions, it is found the storytelling marketing campaign has a positive and significant effect on consumer purchase intentions, the first hypothesis is supported, the storytelling marketing campaign has a positive and significant effect on brand image, so the second hypothesis is supported, the storytelling marketing campaign has a positive and significant effect on brand trust, so the third hypothesis is supported, Brand trust has no positive and significant effect on consumer purchase intentions, so the fourth hypothesis is rejected and the last brand image has a positive and significant effect on consumer purchase intentions, so the fifth hypothesis is supported. Keywords : Marketing, Storytelling, Brand Image, Brand Image, Consumer
Co-Authors Aan Sofyan Agus Setiawan, Anton Agustin Dwi Hastuti Anggrayuda fajar Anggun Azizah Annisa Annisa Antika, Mia Anton Agus Setyawan Arta, Muhammad Alvin Danu Ayu Khoirotul Umaroh Ayuandira, Ririn Berliana, Rahma Novita Devi, Nur Yuliana Dwi Putri Kinasih Evita Dhewi Hananti F Firmansyah, F Farhan Afifudin, Muhammad Fari Adi Prasetya Farid Wajdi Fatchurrohman Fatchurrohman Fatchurrohman Fatchurrohman, Fatchurrohman Febrianti, Bella Gusva Nanda Prayoga Halim Hananti, Evita Dhewi Hastuti, Agustin Dwi Ihwan Susila Jannah, Zainur Miftakhul Jati Waskito Jufendri Laili Isrofa Lestari Rejeki Lestari Rejeki, Lestari Luluk Ria Rakhma Luqiana, Asyifa Lulu M. Rizki M. Sholahuddin Maimun, Muhammad Halim Mangestuti, Ratna Mai Mia Antika Moh fahmi Johan Syah Muchlison Anis Muh. Tasrif Muhriza, Nurul Muhtadi Muhtadi Mulyono, Afieina Maulida Munajat Tri Nugroho Naisha Rahma Indraswari Nur Achmad Nur Ahmad, Nur Nur Yuliana Devi Nurhidayat Nurhidayat Prabowo, Kharina Febby Purwo Saputro, Edy Puspitasari, Anita Rahmad Ageng Handoko Rahmadhoni, Novita Kusuma Rahmawati, Clara Fadhilla Ram Vemuri Ramadhaningtyas, Novendra Frida Reni Nur Alviana Riska Atqiyya Baroroh Rohmani, Nala Putriana Haidir S Soepatini Sholahudin, M. Soeptaini Soeptaini Solly Aryza Suranto Suranto Sutanto, Wullyatri Dewi Risma Syahputra, Firnanda Dwi Utami, Ayu Sri Utami, Ruruh Ayu Widi Utami, Dyah Widiatmoko, Eling Yessy Bangkit Forma Zhari, Maulaniya Nestri Setya Zulfa Irawati Zulfa Irawati, Zulfa