Guerrilla marketing’ effects on SK-II’S word-of-Mouth intention – mediating by customer trust in Surabaya

In the fact people know prefer to like guerrilla marketing, the way of marketing with TV campaign, because some of their activity are using gadget. Many companies also using guerrilla marketing as a comunication using creative marketing with their costumers. It was chosen in many companies because of guerrilla marketing make the customer remember with the product and try to buy the products. When the guerrilla marketing can make buzz or viral, it will create the power of word-of-mouth that can effect the other people to buy the products too. This is how the guerrilla works and it will discussed in this research how guerrilla marketing influence word-of-mouth mediating by customer trust. This research is quantitative research with four hypothesis to be tested. The type of data used in the form of questionnaires. There are 180 respondent in this research. The object of this study is SK-II, skin care and make-up from Japan which belongs to P&G product. It means that all of the respondent in this research are SK-II customers that watched the advertising of SK-II. Data analysis technique is using Structural Equation Modeling, and the program is LISREL. The results of this research on the people that have experienced with SK-II products showed that guerrilla marketing has influence to customer trust and word-of mouth, and customer trust has influence to word-of-mouth. As an inderect effect, guerrilla marketing also has influence towards word-of-mouth mediating by customer trust