PENGARUH BAURAN PEMASARAN TERHADAP KOMUNIKASI DARI MULUT KE MULUT MELALUI KEPUASAN PELANGGAN

Abstract

Nurhadi Wijayanto
PT. JAMSOSTEK (Persero) Kantor Cabang Pasuruan
E-mail: Nurhadi_wijayanto@yahoo.com

ABSTRACT

This research represent quantitative research and it aims to analyse influence of marketing mix to
word of mouth with customer satisfaction as intervening variable. By using two way of that is enquette
method and of interview. The tool of analyses used Structural Equation Modelling (SEM). Result of
research indicate that marketing mix which consist of product, price, place, promotion, people, physical
evidence and process influenced to customer satisfaction at participant of program of Jamsostek. In
detail, those product variables namely price, place, promotion, and physical evidence have influenced
significantly to customer satisfaction where as people variable and process did not influence
significantly to customer satisfaction. The Customer satisfaction have influenced to word of mouth
(WOM) at participant of program of Jamsostek. Marketing mix (product, price, place, promotion,
people, physical evidence and process) have influence to word of mouth (WOM). Marketing mix did
not influence to word of mouth (WOM) directly but indirect influence to WOM. It mean that the
customer satisfaction did not have synergy with marketing mix.

Keyword: Marketing mix, customer satisfaction, word of mouth.