Wulandari, Ayu Nur (2018) Pengaruh Experiential Marketing terhadap Customer Satisfaction dan Customer Loyalty (Survei pada Nasabah Yang Memiliki Tabungan Bank Negara Indonesia (BNI) Kantor Cabang Utama (KCU) Universitas Brawijaya Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dalam penelitian ini adalah 1) Mengetahui dan menjelaskan pengaruh variabel Experiential Marketing terhadap Customer Satisfaction, 2) Mengetahui dan menjelaskan pengaruh variabel Experiential Marketing terhadap Customer Loyalty, 3) Mengetahui dan menjelaskan pengaruh variabel Customer Satisfaction terhadap Customer Loyalty. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian explanatory research yang bersifat asosiatif serta memiliki bentuk hubungan kausal. Lokasi pene;itian ini di Bank Negara Indonesia (BNI) Kantor Cabang Utama (KCU) Universitas Brawijaya Malang, Jalan Veteran Nomer 16, Ketawanggede, Lowokwaru, Kota Malang, Jawa Timur. Populasi dalam penelitian ini adalah nasabah yang memiliki tabungan BNI KCU Universitas Brawijaya Malang. Sampel sebanyak 100 orang responden yang diambil dengan menggunakan teknik pengambilan sampel purposive sampling dan pengumpulan data menggunakan angket/kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian ini adalah Experiential Marketing berpengaruh signifikan terhadap Customer Satisfaction. Experiential Marketing berpengaruh signifikan terhadap Customer Loyalty dan Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty. Dengan demikian dapat disimpulkan bahwa variabel Experiential Marketing berpengaruh signifikan terhadap variabel Customer Loyalty melalui variabel intervening Customer Satisfaction.
English Abstract
The purpose of this study is 1) To find out and explain the effect of Experiential Marketing variables on Customer Satisfaction, 2) To find out and explain the effect of Experiential Marketing variables on Customer Loyalty, 3) Know and explain the effect of Customer Satisfaction variables on Customer Loyalty Kind of research is an associative research research which has a causal relationship. The location of this research is at Bank Negara Indonesia (BNI) Main Malang Branch Office (KCU), Jalan Veteran Number 16, Ketawanggede, Lowokwaru, Malang City, East Java. The population in this study are customers who have BNI KCU savings in Malang. Samples of 100 respondents were taken using purposive sampling and sampling techniques using questionnaires / questionnaires. The data analysis used is descriptive analysis and path analysis. The results of this study are Experiential Marketing has a significant effect on Customer Satisfaction. Experiential Marketing has a significant effect on Customer Loyalty and Customer Satisfaction has a significant effect on Customer Loyalty We can concluded that the variables Experiential Marketing have a significant effect on Customer Loyalty variables through the Customer Satisfaction intervening variable
Item Type: | Thesis (Sarjana) |
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Identification Number: | SKR/FIA/2018/1225/051901848 |
Uncontrolled Keywords: | Experiential Marketing, Customer Staisfaction, dan Customer Loyalty |
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: | 30 Oct 2019 07:13 |
Last Modified: | 17 May 2022 08:19 |
URI: | http://repository.ub.ac.id/id/eprint/166879 |
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