Pengaruh Emotional Marketing Terhadap Perilaku Konsumen, Minat Beli, Dan Kepuasan Konsumen Di J.Co Donuts&Coffee Malang

Cintiayanthi, Made (2019) Pengaruh Emotional Marketing Terhadap Perilaku Konsumen, Minat Beli, Dan Kepuasan Konsumen Di J.Co Donuts&Coffee Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Mempertahankan kepuasan konsumen adalah faktor kunci dalam rangka mempertahankan hidup dalam persaingan yang kompetitif. Salah satu waralaba local yang mampu bersaing dengan waralaba asing pada saat ini adalah J.CO Donuts&Coffee. Model pemasaran yang diinginkan oleh pelanggan dikenal dengan pemasaran melalui pendekatan hati atau biasa disebut dengan Emotional Marketing. Berdasarkan pendekatan emotional marketing produk, layanan harus mampu membangkitkan sensasi dan pengalaman. Perusahaan perlu mempelajari perilaku konsumen, karena sangat berharga bagi perusahaan untuk menciptakan strategi pemasaran agar dapat mengerti kebutuhan konsumen saat ini. Sensasi dan pengalaman akan berpengaruh terhadap minat beli konsumen terhadap produk tersebut, sehingga konsumen akan minat membeli jika kebutuhannya terpenuhi. Kepuasan konsumen adalah tingkat dimana konsumen merasa bahwa kebutuhan, keinginan, dan harapannya terhadap suatu produk atau jasa telah terpenuhi bahkan terlampaui. Penilaian perilaku konsumen dilakukan dengan melakukan penyebaran kuisioner. Penelitian kali ini menggunakan 70 responden yang telah mengkonsumsi produk J.CO Donuts & Coffee minimal 2 kali dalam 1 bulan terakhir. Pengambilan sampel menggunakan teknik purposive sampling. Analisis data dilakukan dengan menggunakan software SPSS18.0 dan software smartPLS5. Dalam penelitian ini menggunakan 4 variabel dan 14 indikator. Hasil penelitian menunjukkan bahwa adanya pengaruh signifikan terhadap setiap variabel. Sehingga terdapat hubungan yang signifikan antara emotional marketing terhadap minat beli, emotional marketing terhadap kepuasan konsumen, dan minat beli terhadap kepuasan konsumen. Sehingga perilaku konsumen memoderasi antara emotional marketing terhadap minat beli

English Abstract

Maintaining customer satisfaction is a key factor in maintaining life in competitive competition. One local franchise that is able to compete with foreign franchises at the moment is J.CO Donuts & Coffee. The marketing model desired by customers is known as marketing through a careful approach or commonly called Emotional Marketing. Based on the emotional marketing approach to products, services must be able to generate sensation and experience. Companies need to study consumer behavior, because it is very valuable for companies to create marketing strategies in order to understand current consumer needs. Sensation and experience will influence consumer buying interest in these products, so consumers will be interested in buying if their needs are met. Consumer satisfaction is the level where consumers feel that their needs, desires, and expectations of a product or service have been met or even exceeded. Consumer behavior assessment is done by distributing questionnaires. This study uses 70 respondents who have consumed J.CO Donuts & Coffee products at least 2 times in the last 1 month. Sampling using a purposive sampling technique. Data analysis was performed using SPSS18.0 software and smartPLS5 software. In this study using 4 variables and 14 indicators. The results showed that there was a significant influence on each variable. So there is a significant relationship between emotional marketing on buying interest, emotional marketing on consumer satisfaction, and buying interest on customer satisfaction. So that consumer behavior moderates between emotional marketing to buying interest

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FTP/2019/169/052002214
Uncontrolled Keywords:	Emotional Marketing, Perilaku Konsumen, Minat Beli, Kepuasan Konsumen., Emotional Marketing, Consumer Behavior, Purchase Interest, Consumer Satisfaction.
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 Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User:	Nur Cholis
Date Deposited:	10 Aug 2020 06:43
Last Modified:	21 Oct 2021 06:27
URI:	http://repository.ub.ac.id/id/eprint/180549

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