Pengaruh Bauran Pemasaran Terhadap Komunikasi Dari Mulut Ke Mulut Melalui Kepuasaan Pelanggan

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