Barinta, Dunga Dwi (2020) Pengaruh Experiental Marketing Terhadap Atittudinal Loyality Melalui Costumer Satisfaction Sebagai Variabel Mediasi Pengunjung Wisata Pantai Balekambang, Goa Cina Bajul Mati, Watuleter, Dan Teluk Asmara. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Eksperiential Marketing terhadap Customer Attitudonal Loyalty pada pengunjung wisata Pantai Selatan Kabupaten Malang yang dimediasi oleh Customer Satisfaction baik secara langsung maupun tidak langsung. Jenis penelitian ini adalah Hipotesis Testing yang menjelaskan hubungan kausal antar variabel-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 97 responden yang pernah mengunjungi Pantai Selatan Kabupaten Malang paling sedikit satu kali selama setahun terakhir. Analisis data menggunakan Partial Least Square (PLS) dan dibantu oleh software SmartPLS 3.2.7 untuk memudahkan penelitian. Dari hasil pengujian terhadap keempat hipotesis, dapat disimpulkan bahwa variabel Eksperiential Marketing berpengaruh positif dan signifikan terhadap Customer Attitudinal Loyalty pada pengunjung wisata pantai Balekambang, Goa Cina, Bajul Mati, Watuleter, dan Teluk Asmara. Eksperiential Marketing berpengaruh positif dan signifikan terhadap Customer Satisfaction pada pengunjung wisata pantai Balekambang, Goa Cina, Bajul Mati, Watuleter, dan Teluk Asmara. Variabel customer Satisfaction berpengaruh positif dan signifikan terhadap Customer Attitudinal Loyalty pada pengunjung wisata pantai Balekambang, Goa Cina, Bajul Mati, Watuleter, dan Teluk Asmara. Variabel Experiential Marketing berpengaruh positif dan signifikan terhadap Customer Attitudinal Loyalty pada pengunjung wisata pantai Balekambang, Goa Cina, Bajul Mati, Watuleter, dan Teluk Asmara yang dimediasi oleh customer satisfaction, customer satisfaction memiliki pengaruh yang lebih besar terhadap customer attitudinal loyalty dibandingkan experiential marketing.
English Abstract
This research aimed to determine the influence of Experiential Marketing on Customer Attitudinal Loyalty mediated by Customer Satisfaction to visitor Pantai Selatan Kabupaten Malang, both directly and indirectly. Type of this research was Hypotheses Testing research which explains the causal relationship between the variables through hypotheses testing. This research has selected 97 respondents who ever visited Balekambang, Goa Cina, Bajul Mati, Watuleter, and Teluk Asmara Beach at least once in the past year. The data were analyzed using Partial Least Square (PLS) supported by SmartPLS 3.2.7 software. Based on the test results of the four hypotheses, it can be concluded that the variable of Experiential Marketing has a positive and significant effect on Customer Attitudinal Loyalty. The variable of Experiential Marketing has a positive and significant effect on customer satisfaction to visitor Balekambang, Goa Cina, Bajul Mati, Watuleter, and Teluk Asmara Beach. The variable of customer satisfaction has a positive and significant Customer Attitudinal Loyalty. The variable of Experiential Marketing has a positive and significant effect on Customer Attitudinal Loyalty mediated by Customer Satisfaction to visitor Balekambang, Goa Cina, Bajul Mati, Watuleter, and Teluk Asmara Beach, where customer satisfaction has a greater influence on Customer Attitudinal Loyalty than experiential markerting.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020075 |
| Uncontrolled Keywords: | experiential marketing, customer attitudinal loyalty , customer satisfaction, experiential marketing, customer attitudinal loyalty , customer satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 13 Feb 2021 08:32 |
| Last Modified: | 11 Apr 2023 05:00 |
| URI: | http://repository.ub.ac.id/id/eprint/182878 |
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Text (DALAM MASA EMBARGO)
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