GREEN EXPERIENTIAL MARKETING, KEPUASAN PELANGGAN, DAN WORD OF MOUTH POSITIF DI KEDAI KOPI RAMAH LINGKUNGAN

Authors

  • Mohammad Haidar Ali Universitas Hasyim Asy'ari Tebuireng
  • Lilis Sugi Rahayu Ningsih Universitas Hasyim Asy'ari Tebuireng
  • Rohmad Prio Santoso Universitas Hasyim Asy'ari Tebuireng
  • Choirun Nisful Laili Universitas Hasyim Asy'ari Tebuireng
  • Meta Ardiana Universitas Hasyim Asy'ari Tebuireng
  • Nadia Nur Thahirrah Universitas Hasyim Asy'ari Tebuireng

Keywords:

Pemasaran Pengalaman Hijau, Nilai Pengalaman, Kepuasan Pelanggan, Word of Mouth Positif

Abstract

Penelitian ini mengeksplorasi pengaruh Green Experiential Marketing (GEM) pada kepuasan pelanggan dan word of mouth (WOM) positif di kedai kopi ramah lingkungan di Kabupaten Jombang. Dengan metode kuantitatif dan pendekatan survei, data dikumpulkan dari 145 pelanggan di empat kedai kopi yang menerapkan GEM. Analisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) menunjukkan bahwa variabel Sense, Think, dan Relate memiliki pengaruh signifikan terhadap nilai pengalaman (experiential value), yang selanjutnya meningkatkan kepuasan pelanggan dan WOM positif. Namun, variabel Feel dan Act tidak menunjukkan pengaruh signifikan. Hasil ini menunjukkan pentingnya aspek kognitif dan relasional dalam menciptakan pengalaman yang bermakna bagi pelanggan. Studi ini memberikan rekomendasi praktis bagi bisnis ramah lingkungan untuk memperkuat elemen-elemen pengalaman yang berfokus pada keberlanjutan guna meningkatkan loyalitas dan daya tarik pelanggan

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Published

2024-12-18

How to Cite

Ali, M. H., Ningsih, L. S. R., Santoso, R. P., Laili, C. N., Ardiana, M., & Thahirrah, N. N. (2024). GREEN EXPERIENTIAL MARKETING, KEPUASAN PELANGGAN, DAN WORD OF MOUTH POSITIF DI KEDAI KOPI RAMAH LINGKUNGAN. Prosiding Seminar Nasional Sains, Teknologi, Ekonomi, Pendidikan Dan Keagamaan (SAINSTEKNOPAK), 8, 101–106. Retrieved from https://ejournal.unhasy.ac.id/index.php/SAINSTEKNOPAK/article/view/8382

Issue

Vol. 8 (2024): Prosiding Seminar Nasional Sains, Teknologi, Ekonomi, Pendidikan dan Keagamaan (SAINSTEKNOPAK)

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Articles

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