Akbar, Ridho (2018) Pengaruh Penerapan Experiential Marketing Terhadap Loyalitas Konsumen Maskapai Garuda Indonesia Di Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari penerapan experiential marketing terhadap loyalitas konsumen maskapai Garuda Indonesia di Malang. Experiential marketing sendiri terbentuk dari gabungan variabel sense, feel, think, act, dan relate sehingga dalam kata lain, penelitian ini untuk mengetahui pengaruh dari penerapan sense, feel, think, act, dan relate terhadap loyalitas konsumen. Jenis dari penelitian ini adalah penelitian explanatory research dengan menggunakan pendekatan kuantitatif. Sampel yang digunakan pada penelitian ini sebanyak 100 responden dengan teknik purposive sampling dengan syarat responden yakni responden berjenis kelamin laki-laki atau perempuan, dan berada di Kota Malang, responden berusia minimal 18 tahun, responden sudah memiliki pengetahuan atau pernah mendapatkan informasi mengenai maskapai Garuda Indonesia, dan pernah menggunakan jasa dari maskapai Garuda Indonesia, minimal satu kali. Penganalisisan data menggunakan alat bantu SPSS for Windows ver 20.00. Pengolahan data menggunakan analisis regresi linier berganda dengan mempertimbangkan hasil uji asumsi klasik. Berdasarkan pengujian hipotesis pada penelitian ini, didapatkan hasil uji f/goodness of fit yang menunjukkan experiential marketing dengan variabel sense, feel, think, act, dan relate memiliki pengaruh secara simultan terhadap loyalitas konsumen dan berdasarkan uji t yang menunjukkan experiential marketing dengan variabel sense, feel, think, act, dan relate memiliki pengaruh secara parsial terhadap loyalitas konsumen
English Abstract
This research aims at analyzing the effect of experiential marketing implementation on the customer loyalty of Garuda Indonesia Airlines in Malang. The experiential marketing comprises a number of variables: sense, feel, think, act, and relate. In other words, the present study is projected to identify the influence of the implementation of sense, feel, think, act, and relate variables on the customer loyalty. This explanatory research applies quantitative approach. The data are collected from 100 respondents selected through purposive sampling who fulfills the following criteria: male or female, staying in Malang City, reaching the minimum age of 18 years old, having acquired knowledge or information on Garuda Indonesia Airlines, and having used Garuda Indonesia Airlines service for at least once. The data are analyzed by the assisting tools of SPSS for Windowsver 20.00 and examined by multiple linear regression method considering classical assumption test. The results of the hypothesis test indicate that the f-test / goodness of fit which shows experiential marketing with sense, feel, think, act, and relate variables has simultaneous effect on the customer loyalty. In addition, the t-test result reveals that the experiential marketing as measured by sense, feel, think, act, and relate variables partially influence the customer loyalty of Garuda Indonesia Airlines in Malang
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/181/051804571 |
| Uncontrolled Keywords: | Experiential Markating, Sense, Feel, Think, Act, Relate, Loyalitas Konsumen, Experiential Marketing, Sense, Feel, Think, Act, Relate, Customer Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 02 May 2019 03:01 |
| Last Modified: | 02 May 2019 03:01 |
| URI: | http://repository.ub.ac.id/id/eprint/163561 |
Actions (login required)
 |
View Item |