Ulfa, Maria (2015) Analisis Pengaruh Experiential Marketing Terhadap Kepuasan Pelanggan Menggunakan Partial Least Square (PLS) di Duta Katering. Sarjana thesis, Universitas Brawijaya.
Abstract
Experiential Marketing merupakan upaya pengembangan konsep pemasaran dalam menghadapi perubahan yang terjadi di pasar, lebih dari sekedar memberikan informasi dan peluang pada pelanggan untuk memperoleh pengalaman atas keuntungan yang didapat dari produk atau jasa. Teori Experiential Marketing membahas dua bagian yaitu Strategic Experiential Marketing (SEMs) dan Experiential Providers (ExPros). Tujuan dari penelitian ini adalah menentukan pengaruh Experiential Marketing terhadap kepuasan pelanggan, serta menentukan variabel Experiential Marketing manakah yang berpengaruh dominan terhadap kepuasan pelanggan. Analisis data mengunakan Partial Least Square (PLS) dengan jumlah sampel 30 responden. Hasil riset menunjukkan kepuasan pelanggan dapat dimodelkan dengan persamaan Y = -0,044 X1-0,221 X2+0,274 X3+0,155 X4+0,203 X5+0,678 X6 + ξ. product presence, co-branding, spatial enviroment, people berpengaruh positif terhadap kepuasan pelanggan, sedangkan communications dan visual identity berpengaruh negatif terhadap kepuasan pelanggan. Variabel experiential marketing yang memiliki pengaruh dominan terhadap kepuasan pelanggan adalah people. Pengaruh negatif pada experiential marketing dapat menjadi saran bagi perusahaan dalam melakukan kegiatan promosi, supaya promosi yang dilakukan Duta Katering tepat sasaran dan sesuai dengan harapan konsumen.
English Abstract
Experiential marketing is marketing in the face of efforts to develop the concept of changes that occurred in the market, more than just to give information and opportunities to gain experience to customer over the profit from product or service. The theory of experiential marketing discuss two larger parts that is strategic experiential marketing (SEMs) and experiential providers (ExPros). The purpose of this research is to determine the influence experiential marketing to customer satisfaction, as well as variable determining the dominant influence is experiential marketing to customer satisfaction. Data analysis using partial least square (PLS) with 30 respondents The results of research customer satisfaction can be modeled with an equation Y = -0,044 X1-0,221 X2+0,274 X3+0,155 X4+0,203 X5+0,678 X6 + ξ. product presence, co- branding, spatial enviroment, people have had a positive influence on costomer satisfaction, while communications and visual identity have a negative influence on costomer satisfaction. Variabel experiential marketing that has a dominant influence on customer satisfaction is people. Negative influence in experiential marketing advice can be for companies in doing promotion activities, that promotion was done the right on target and in accordance with the hope og customer
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/377/051508666 |
| Uncontrolled Keywords: | Duta Katering, Experiential Marketing, Experiential Providers, PLS,-Duta Catering, Experiential Marketing, Experiential Providers, PLS |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 05 Jan 2016 14:22 |
| Last Modified: | 25 Mar 2024 06:34 |
| URI: | http://repository.ub.ac.id/id/eprint/150287 |
Preview |
Text
Pengesahan.pdf Download (1MB) | Preview |
Preview |
Text
Persetujuan.pdf Download (1MB) | Preview |
Preview |
Text
SKRIPSI.pdf Download (5MB) | Preview |
Actions (login required)
 |
View Item |