Peran Pengalaman Pelanggan dan Strategi Pemasaran Terhadap Kepuasan Pelanggan yang di Mediasi oleh Electronic Word of Mouth di Yoga Barn Ubud

Anak Agung Cista Striratna
Ida Bagus Gde Yoga Pramana (Universitas Pendidikan Nasional)

YUME : Journal of Management
Vol 8, No 3 (2025)

This study aims to examine the effect of customer experience and marketing strategy on electronic word of mouth and customer satisfaction, as well as the mediating role of electronic word of mouth in the relationship between customer experience and marketing strategy on customer satisfaction. The research was conducted at The Yoga Barn Ubud, with a sample of 120 respondents. Data analysis was carried out using SmartPLS 4. The results indicate that customer experience has a positive and significant effect on customer satisfaction, marketing strategy has a positive and significant effect on customer satisfaction, customer experience has a positive and significant effect on electronic word of mouth, marketing strategy has a positive and significant effect on electronic word of mouth, and electronic word of mouth has a positive and significant effect on customer satisfaction. Furthermore, electronic word of mouth is proven to play a positive and significant mediating role in the relationship between customer experience and customer satisfaction, as well as in the relationship between marketing strategy and customer satisfaction. The recommendations of this study suggest that the management of The Yoga Barn Ubud should create a pleasant environmental atmosphere, improve service quality, provide more varied services, and offer appreciation such as discounts or one free yoga session to customers who are willing to provide reviews.Keywords: Customer Experience, Marketing Strategy, Electronic Word of Mouth, Customer SatisfactionPenelitian ini bertujuan untuk mengetahui pengaruh pengalaman pelanggan dan strategi pemasaran terhadap electronic word of mouth dan kepuasan pelanggan, serta peran mediasi dari electronic word of mouth pada pengaruh pengalaman pelanggan dan strategi pemasaran terhadap kepuasan pelanggan. Lokasi penelitian ini di The Yoga Barn Ubud dan sampel yang digunakan sejumlah 120 responden. SmartPLS 4 digunakan untuk melakukan analisis data. Hasil penelitian menunjukkan bahwa  pengalaman pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, strategi pemasaran berpengaruh positif dan signifikan terhadap kepuasan pelanggan, pengalaman pelanggan berpengaruh positif dan signifikan terhadap electronic word of mouth, strategi pemasaran berpengaruh positif dan signifikan terhadap electronic wor d of mouth, electronic word of mouth berpengaruh positif dan signifikan terhadap kepuasan pelanggan, electronic word of mouth terbukti mampu memberikan pengaruh mediasi secara positif dan signifikan pada hubungan pengalaman pelanggan terhadap electronic word of mouth dan electronic word of mouth terbukti mampu memberikan pengaruh mediasi secara positif dan signifikan pada hubungan strategi pemasaran terhadap kepuasan pelanggan. Saran yang dapat diberikan oleh peneliti adalah. Saran pada penelitian ini adalah pihak manajemen Yoga Barn Ubud membuat suasana lingkungan yang menyenangkan, meningkatkan kualitas dari layanan dan menyediakan layanan yang lebih bervariasi, memberikan apresiasi seperti potongan harga ataupun gratis yogas 1 kali kepada konsumen yang bersia memberikan ulasan.Kata Kunci: Pengalaman Pelanggan, Strategi Pemasaran, Electronic Word of Mouth, Kepuasan Pelanggan