Experiential Marketing dan Word of Mouth pada Produk Kecantikan: Jalur melalui Customer Satisfaction
DOI:
https://doi.org/10.37385/msej.v6i6.9303Keywords:
Experiential Marketing, Kepuasan Pelanggan, Word of Mouth, Produk KecantikanAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Experiential Marketing terhadap Word of Mouth dengan Customer Satisfaction sebagai variabel intervening pada produk Skintific di Shopee Indonesia. Pertumbuhan pesat e-commerce telah mengubah pola konsumsi masyarakat, termasuk pada kategori produk kecantikan. Persaingan ketat di platform digital menuntut perusahaan untuk tidak hanya mengandalkan promosi fungsional, tetapi juga menciptakan pengalaman konsumen yang bermakna guna mendorong keterlibatan dan komunikasi organik. Melalui pengalaman yang menyenangkan, konsumen tidak hanya merasa puas, tetapi juga terdorong untuk membagikan pengalaman mereka secara sukarela. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei kepada 256 responden pengguna produk Skintific di Shopee. Analisis data dilakukan dengan metode PLS-SEM. Hasil penelitian menunjukkan bahwa experiential marketing berpengaruh positif dan signifikan terhadap customer satisfaction maupun word of mouth. Namun, pengaruh langsung experiential marketing terhadap word of mouth lebih besar dibandingkan pengaruh tidak langsung melalui customer satisfaction. Temuan ini menegaskan bahwa strategi pemasaran berbasis pengalaman memiliki peran penting dalam membangun komunikasi mulut ke mulut yang efektif, serta dapat menjadi acuan bagi perusahaan kosmetik dalam memperkuat daya saing di pasar digital.
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