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All Journal International Research Journal of Business Studies (E-Journal)
Nisrina - Qotrunnada
Department of Social Economy, Faculty of Agriculture, Brawijaya University. Malang 65145, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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WOM as The Mediator of Marketing Mix to Customer Satisfaction in Covid-19 Pandemic Novi Haryati; Nisrina - Qotrunnada; Rosita Widya Putri; Yafi Alam Syah; Mirza Ramadhani; Bagus Cahyo Nugroho
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 14, No 2 (2021): August - November 2021
Publisher : Universitas Prasetiya Mulya

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Abstract

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. https://doi.org/10.21632/irjbs.14.2.147-157
Co-Authors Bagus Cahyo Nugroho Mirza Ramadhani Novi Haryati Rosita Widya Putri Yafi Alam Syah