文章基本信息

标题：WOM as The Mediator of Marketing Mix to Customer Satisfaction in Covid-19 Pandemic
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作者：Novi Haryati ; Novi Haryati ; Rosita Widya Putri 等
期刊名称：International Research Journal of Business Studies
印刷版ISSN：2089-6271
电子版ISSN：2338-4565
出版年度：2021
卷号：14
期号：2
页码：147-157
DOI：10.21632/irjbs.14.2.147-157
语种：English
出版社：Prasetiya Mulya Publishing
摘要：This study examines coffee shops’ marketing mix and its impact on customer satisfaction and word of mouth (WOM). Also, analyzing customer satisfaction mediates the relationship between the marketing mix and word of mouth. This study used a quantitative approach with 100 sampling of coffee shop’s customers across Malang City. Primary data collection is done by distributing questioner containing several questions using a Likert scale to the respondents, while secondary data is obtained from literature studies. For analyzing the data, this study applied descriptive analysis and statistical analysis employed WarpPLS 7.0 software to perform the Partial Least Squares-Structural Equation Modelling (PLS-SEM) analysis. This study proves that marketing mix has a positive and significant effect on customer satisfaction, and the same relationship was found between the marketing mix and WOM. An important finding from this study is that customer satisfaction plays a mediating role between marketing mix and word of mouth.