PENGARUH EXPERIENTIAL MARKETING TERHADAP WORD OF MOUTH

Aie Margiyanti (Pendidikan Ekonomi, Universitas Muhammadiyah Prof Dr Hamka)

Jurnal Utilitas
Vol. 7 No. 2 (2021): Jurnal Utilitas

The study used an associative quantitative approach, using a form of a causal relationship. The study population was 1050 consumers and sampled 91 consumers. This research technique uses accidental sampling, which is a technique of determining samples based on spontaneous factors, and to find out how much influence Experiential marketing has on Word of mouth is used to calculate the correlation coefficient, namely r hitung values greater than r tabel of 0.452> 0.207 means that there is a significant influence between Experiential marketing and Word of mouth. 20.43% of Experimental marketing contributes to the realization of Word of mouth, thus this study concluded that there is an effect of Experiential marketing on Word of mouth.