Budi, Dian Hendarto Setia (2018) Pengaruh Experiential Marketing Terhadap Customer Satisfaction Melalui Experiential Value Sebagai Variabel Mediasi Pengunjung Wisata Edukasi Predator Fun Park Kota Batu. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatarbelakangi oleh perkembangan bisnis di bidang pariwisata yang mengalami peningkatan pengunjung tiap tahunnya di Indonesia termasuk di Kota Batu. Pariwisata menawarkan berbagai wahana yang menarik sehingga pengunjung wisata mendapatkan pengalaman yang menyenangkan. Pengunjung yang mendapatkan pengalaman yang menyenangkan akan merasa puas karena telah sesuai atau melebihi harapan mereka. Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap customer satisfaction melalui experiential value sebagai variable mediasi pengunjung Wisata Edukasi Predator Fun Park, baik secara langsung maupun secara tidak langsung. Jenis penelitian ini adalah explanatory research dengan metode survey. Sampel berjumlah 250 responden dengan teknik pengambilan purposive sampling. Metode analisis menggunakan PLS SEM dengan software SmartPLS 2.0 M3. Uji instrumen penelitian meliputi uji outer model, uji inner model, dan uji hipotesis. Uji hipotesis langsung menggunakan t-test sedangkan hipotesis tidak langsung menggunakan uji sobel. Hasil analisis menunjukan bahwa experiential marketing berpengaruh positif dan signifikan terhadap experiential value, experiential marketing juga berpengaruh positif dan signifikan terhadap customer satisfaction, dan experiential value berpengaruh positif dan signifikan terhadap customer satisfaction. Sedangkan untuk pengaruh tidak langsung experiential marketing terhadap customer satisfaction melalui experiential value menunjukan hasil yang positif dan signifikan.
English Abstract
This study is based on the development of business in the field of tourism which has increased visitors every year in Indonesia including in Batu Town. Tourism offers a variety of exciting rides so that tourist visitors get a fun experience. Visitors who get an enjoyable experience will feel satisfied because it has been in or exceed their expectations. This study aims to determine the effect of experiential marketing on customer satisfaction through experiential value as a variable of mediation of visitors of Predator Fun Park Education Tour, either directly or indirectly. The type of research is explanatory research with survey method. Samples were 250 respondents with purposive sampling technique. Analytical method using PLS SEM with SmartPLS 2.0 M3 software. The research instrument test included outer model test, inner model test, and hypothesis test. Test the direct hypothesis using ttest while the hypothesis does not directly use the test-Sobel. The results showed that experiential marketing had positive and significant effect on experiential value, experiential marketing also had positive and significant effect on customer satisfaction, and experiential value had positive and significant effect on customer satisfaction. As for the indirect influence of experiential marketing on customer satisfaction through experiential value shows positive and significant results.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/322/051807778 |
| Uncontrolled Keywords: | Experiential Marketing, Experiential Value, Customer Satisfaction, Predator Fun Park, Experiential Marketing, Experiential Value, Customer Satisfaction, Predator Fun Park. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 05 Aug 2019 02:22 |
| Last Modified: | 20 Oct 2021 05:19 |
| URI: | http://repository.ub.ac.id/id/eprint/163776 |
Preview |
Text
DIAN HENDARTO SETIA BUDI.pdf Download (4MB) | Preview |
Actions (login required)
 |
View Item |