Electronic word of mouth on experiential marketing at santhai modern Thai restaurant - mall kota Kasablanka, Jakarta

Ayu Tristin Pujiastuti, Effy Zalfiana Rusfian

Research output: Contribution to journalArticle

Abstract

This study focuses on analyzing the effect of experiential marketing in establishing Electronic Word of Mouth at Santhai Restaurant at Kota Kasablanka. Santhai. Modern Thai Canteen Restaurant is a modern Thai Restaurant that utilizes tropical vibes and is located at Mall Kota Kasablanka, Jakarta. The development of internet, especially the World Wide Web that is widely available leads anyone to share their unique and memorable experiences on the internet. Considerable amounts of research have examined the experiential marketing before, but the research on its effect towards electronic word of mouth on online opinion platforms have yet to be explored further. This research used quantitative approach, with a questionnaire as the research instrument. The sample respondents of this research are people who have visited Santhai Modern Restaurant and did a posting about the restaurant in their online opinion platform. This research data was collected using non-probability sampling with purposive techniques using Pearson's Correlation and Linear Regression. This research was conducted for 3 months, from March to May 2018. The research proved that an experiential marketing has influence the formation of electronic word of mouth.

Original languageEnglish
Pages (from-to)280-291
Number of pages12
JournalInternational Journal of Innovation, Creativity and Change
Volume8
Issue number6
Publication statusPublished - 1 Jan 2019

Keywords

  • Electronic Word Of Mouth
  • Experience
  • Experiential Marketing
  • Online Opinion Platform

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