The Impact of Customer Experience and Brand Awareness on Word of Mouth with the Mediating Role of Customer Satisfaction: A Study on Wedding Organizers in Jakarta

Abstract

This study investigates the influence of customer experience and brand awareness on word of mouth, with customer satisfaction acting as a mediating variable. The focus of this research is on clients of wedding organizers associated with the APPGINDO organization in Jakarta. A quantitative approach was employed, collecting data from 200 respondents through a structured questionnaire. The findings indicate that customer experience and brand awareness have a significant positive impact on customer satisfaction, which in turn strongly influences word of mouth. Moreover, the study confirms the mediating role of customer satisfaction, demonstrating that its presence is crucial in transforming customer experience and brand awareness into positive word of mouth. These findings contribute valuable insights for service-oriented businesses, particularly in the wedding planning industry, and suggest strategic areas where companies can focus their efforts to enhance customer advocacy and brand loyalty.