Prawasti, Ratih (2014) Pengaruh Experiential Marketing dan Emotional Branding terhadap Kepercayaan Merek, Kepuasan Pelanggan dan Loyalitas Merek (Survai pada Member Klinik Kecantikan Larissa Aesthetic Center, Malang). Magister thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah menganalisis dan menjelaskan pengaruh Experiential Marketing dan Emotional Branding Terhadap Kepercayaan Merek, Kepuasan Pelanggan dan Loyalitas Merek. Penelitian ini termasuk explanatory research . Metode pengambilan data teknik survei. Teknik pengambilan sampel yaitu systematic sampling . Populasi pada penelitian ini adalah Member Perempuan Klinik Kecantikan Larissa Aes tic Center di Malang dengan jumlah sampel 116 orang. Metode analisis yang digunakan adalah Structural Equation Model ( SEM ), Hasil penelitian menunjukkan bahwa 1) Experiential Marketing berpengaruh signifikan terhadap Kepercayaan Merek. 2) Experiential Marketing berpengaruh signifikan terhadap Kepuasan Pelanggan. 3) Experiential Marketing berpengaruh tidak signifikan terhadap Loyalitas Merek. 4) Emotional Branding berpengaruh signifikan terhadap Kepercayaan Merek. 5) Emotional Branding berpengaruh tidak signifikan terhadap Kepuasan Pelanggan. 6) Emotional Branding berpengaruh signifikan terhadap Loyalitas Pelanggan. 7) Kepercayaan Merek berpengaruh signifikan terhadap Kepuasan Pelanggan. 8) Kepercayaan Merek berpengaruh tidak signifikan terhadap Loyalitas Merek. 9) Kepuasan Pelanggan berpengaruh tidak signifikan terhadap Loyalitas Merek.
English Abstract
purpose of this study is to analysis and to explain influence of experiental marketing, and emotional branding on brand trust, customer satisfaction and brand loyalty. This research includes explanatory research. method of data sampling is survey. Sampling technique is systematic sampling. population in this study is Member Womens Beauty Clinic of Larissa Aes tic Center in Malang with number of sample is 116 person. analytical method used is Structural Equation Model (SEM), results showed that 1) Experiential Marketing has significant influence on brand trust. 2) Experiential Marketing has significant influence on customer satisfaction. 3) Experiential Marketing has no significant influence on brand loyalty. 4) Emotional Branding has significant influence on brand trust. 5) Emotional Branding has no signifant influence on customer satisfaction. 6) Emotional Branding has significant influence on customer loyalty. 7) Brand trust has significant influence on customer satisfaction. 8) Brand trust has no significant influence on brand loyalty. 9) Customer satisfaction has no significant influence on brand loyalty.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.834 3/PRA/p/041406284 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Administrasi Bisnis, Fakultas Ilmu Administrasi |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 24 Oct 2014 11:06 |
| Last Modified: | 05 Nov 2020 16:27 |
| URI: | http://repository.ub.ac.id/id/eprint/160007 |
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