PENGARUH EXPERIENTIAL MARKETING TERHADAP WORD OF MOUTH, DI MEDIASI CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY (Studi Kasus: PT. Kereta Api Indonesia)

This study aims to determine the effect of experiential marketing, word mouth mediated by customer satisfaction and loyalty with a case PT. Kereta Api Indonesia. research uses structural equation model (SEM) analysis. The data used in this is secondary collected using questionnaire from consumers who have Indonesian Railways at least 1 time Before pandemic during pandemic, respondents were 251 respondents. method Stuctural Equation Model AMOS 24 software. results indicate that marketing has positive significant on satisfaction, mouth, while however. but not mouth. Meanwhile, relationship between got results.