Pengaruh Experiential Marketing, dan Emotional Branding terhadap Keputusan Pembelian (Survei pada Mahasiswa Malang Konsumen McDonald’s Kota Malang)

Fatir, Rahmad Faz (2018) Pengaruh Experiential Marketing, dan Emotional Branding terhadap Keputusan Pembelian (Survei pada Mahasiswa Malang Konsumen McDonald’s Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui: 1) Pengaruh Experiential Marekting terhadap Kepuasan Konsumen pada konsumen produk McDonald’s; 2) Pengaruh Emotional Branding terhadap Kepuasan Konsumen pada konsumen produk McDonald’s ; 3) Pengaruh Experiential Marekting, Emotional Branding terhadap Kepuasan Konsumen pada konsumen produk McDonald’s. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kualitatif, di mana instrumen penelitian ini berupa kuesioner. Sampel yang digunakan berjumlah 112 orang responden yang merupakan mahasiswa Kota Malang konsumen McDonald’s. Uji validitas insturumen menggunakan rumus korelasi Product Moment Pearson, sedangkan uji reliabilitasnya menggunakan Alpha Cronbach. Analisis regresi berganda digunakan untuk uji hipotesis penelitian ini. Hasil penelitian menunjukan bahwa: 1) Experiential Marketing (X1) terhadap Kepuasan Konsumen (Y) dengan nilai regresi sebesar thitung 2,424 > ttabel 1,984 atau Signifikansi t 0,017 < 0,05 dan nilai koefisien 0,136 ; 2) Emotional Branding (X2) terhadap Kepuasan Konsumen (Y) dengan nilai regresi sebesar didapatkan nilai thitung 3,956 > ttabel 1,984 atau Signifikansi t 0,000 < 0,05 dan nilai koefisien 0,324; dan 3) Experiential Marketing, dan Emotional Branding terhadap Kepuasan Konsumen dengan tingkat signifikansi sebesar didapatkan nilai Fhitung 56,126 > Ftabel 3,088 atau Signifikansi F 0,000 < 0,05.

English Abstract

This study aims to determine: 1) Experiential Marketing Effect on Consumer Satisfaction on McDonald 's product consumers; 2) The Effect of Emotional Branding on Consumer Satisfaction on McDonald’s product consumers; 3) Experiential Marecting Influence, Emotional Branding on Consumer Satisfaction on McDonald 's product consumers.This study uses a type of explanatory research with a qualitative approach, in which this research instrument is a questionnaire. The sample used amounts to 112 respondents who are students of Malang City consumers McDonald 's. The instrument validity test uses the Pearson Product Moment correlation formula, while the reliability test uses Alpha Cronbach. Multiple regression analysis was used to test this research hypothesis. The results showed that: 1) Experiential Marketing (X1) on Consumer Satisfaction (Y) with a regression value of tcount 2,424> t table 1,984 or Significance t 0,017 <0,05 and coefficient value 0,136; 2) Emotional Branding (X2) on Consumer Satisfaction (Y) with a regression value of thitung obtained 3.956> t table 1.984 or Significance of t 0.000 <0.05 and coefficient value of 0.324; and 3) Experiential Marketing, and Emotional Branding of Customer Satisfaction with a significance level of Fcalculated value 56,126> Ftable 3,088 or Significance of F 0,000 <0,05.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/991/051811516
Uncontrolled Keywords: Experiential Marketing, Emotional Branding dan Kepuasan Konsumen-Experiential Marketing, Emotional Branding and Consumer Satisfaction
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: soegeng sugeng
Date Deposited: 12 Sep 2019 06:54
Last Modified: 25 Oct 2021 03:02
URI: http://repository.ub.ac.id/id/eprint/165407
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