Rosanti, Nadya (2014) Pengaruh Experiential Marketing dan Experiential Value terhadap Customer Satisfaction (Survei pada Mahasiswa FIA Bisnis 2013/2014 Pengguna Android Samsung). Sarjana thesis, Universitas Brawijaya.
Abstract
Pengalaman dan penilaian konsumen akan produk secara keseluruhan merupakan dua faktor yang penting dalam membentuk kepuasan pelanggan. Pelanggan yang puas tersebut akan terus menerus menggunakan produk tersebut selain itu dapat menceritakan pada orang lain atas pengalamannya. Bagi perusahaan dengan terciptanya kepuasan pelanggan dapat menciptakan keuntungan yang besar. Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing dan experiential value terhadap customer satisfaction pengguna Android Samsung pada Mahasiswa FIA Bisnis 2013/2014. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Sampel dalam penelitian ini sebanyak 85 orang responden yaitu mahasiswa FIA BISNIS 2013/2014 yang menggunakan Android Samsung. Teknik pengambilan sampel menggunakan probability sampling. Metode pengumpulan data menggunakan kuesioner. Analisis data menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil pengujian secara statistik menunjukkan bahwa terdapat pengaruh yang signifikan antara experiential marketing terhadap experiential value yang ditunjukkan dengan nilai probabilitas (sig) sebesar 0,000 (p<0,05); terdapat pengaruh signifikan antara experiential marketing terhadap customer satisfaction yang ditunjukkan dengan nilai probabilitas (sig) sebesar 0,000 (p<0,05) dan terdapat pengaruh yang signifikan antara experiential value terhadap customer satisfaction yang ditunjukkan dengan nilai probabilitas (sig) sebesar 0,000 (p<0,05). Berdasarkan dari hasil uji statistik tersebut dapat menjelaskan experiental marketing dan experiental value apabila diterapkan secara serius dapat menciptakan customer satisfaction.
English Abstract
Experience and assessment of the whole consumer products are two important factors in shaping customer satisfaction. The customer’s satisfied will continue to use these products in addition to telling other over the experience. For company with the creation of customer satisfaction be able to create big profit. This study aims to identify the impact of experiential marketing and experiential value on customer satisfaction at Samsung Android user. The type of research is explanatory research with quantitative approach. The sample in this survey were 85 user respondents that FIA Student Business 2013/2014 which uses the Android Samsung. The sampling technique using probability sampling. Methods of data collection using questionnaire. Data analysis using descriptive analysis and path analysis (path analysis). The statistic results showed that there were significant impact between experiential marketing to experiential value that is shown by the probability value (sig) of 0.000 (p <0.05); there was significant impact between experiential marketing to customer satisfaction is shown by the probability value (sig) of 0.000 (p <0.05) and a significant impact between experiential value to customer satisfaction as shown by the value of the probability (sig) of 0.000 (p< 0.05). Based on the results of the statistical tests were be able to explain the experiential marketing and experiential value if applied seriously be able to create customer satisfaction.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2014/694/051408017 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 04 Dec 2014 13:28 |
| Last Modified: | 17 Nov 2021 07:40 |
| URI: | http://repository.ub.ac.id/id/eprint/116828 |
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