Anik, H Minhaju Dikri and Prof.Dr.Ir. Abdul Wahib Muhaimin,, MS. and Dr.Ir. Agustina Shinta Hartati Wahyuningtyas,, MP. (2023) Analisis Pengaruh Experiential Marketing dengan Konsep “BETTER” Model dan Emotional Branding Terhadap Loyalitas Konsumen. Magister thesis, Universitas Brawijaya.
Abstract
Perkembangan dunia usaha di Indonesia dewasa ini semakin pesat dan ketat, terutama persaingan antara perusahaan yang bergerak dalam produk sejenis, salah satunya adalah Food and Beverage (F&B) atau kuliner. Oleh karena itu, pemimpin perusahaan harus mempunyai startegi untuk tetap eksis dan bisa bersaing dengan kompetitor serta bisa mengembangkan perusahaannya secara efektif dan efesien. Salah satu strategi pemasaran yang dapat diterapkan adalah Experiential Marketing dengan menggunakan konsep yang efektif yaitu “BETTER” Model serta strategi marketing dengan menggunakan Emotional Branding. Penelitian ini bertujuan untuk: (1) Mendeskripsikan faktor experiential marketing dengan konsep “BETTER” model dan emotional branding pada kepuasan dan loyalitas konsumen, (2) Menganalisis pengaruh Faktor “BETTER” model dan Emotional Branding terhadap kepuasan dan loyalitas konsumen. Lokasi penelitian yaitu di Rumah Makan Bale Luwe Kota Malang, adapaun responden dalam penelitian ini ditentukan dengan accidental sampling yakni sebanyak 100 responden yang membeli produk dan dikonsumsi di tempat (Dine In). Metode analisis yang digunakan adalah (1) analisis deskriptif, (2) analisis Structural Equation Model- Partial Least Squares (SEM-WarPLS). Berdasarkan hasil sebaran kuesioner kepada 100 reponden dapat diketahui bahwa responden menyatakan setuju pada variabel experiential marketing (X1) dengan rata-rata sebesar 3,54. Pengkuran variabel ini menggunakan 5 indikator yaitu X1.1 (Sense), X1.2 (Feel), X1.3 (think), X1.4 (act), X1.5 (relate) begitu pula dengan variabel emotional branding hasil rata-rata persentase-nya menunjukan konsumen setuju dengan rata-rata sebesar 3,68. Adapun hasil uji Structural Equation Model- Partial Least Squares (SEMWarPLS) dapat diketahui bahwa variabel experiential marketing berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas konsumen dengan nilai path coefitien 0,309 dan 0,228. Selanjutnya, hasil dari pengujian variabel emotional branding menunjukan bahwa variabel ini berpengaruh positif dan siginifikan terhadap kepuasan dan loyalitas konsumen dengan nilai koefisien jalur sebesar 0,273 dan 0,191. Variabel kepuasan konsumen juga memberikan pengaruh postif dan signifikan terhadap loyalitas konsumen dengan nilai koefisien jalur sebesar 0,450. Nilai p-value dari semua variabel tersebut bernilai ≤0,05 yang berarti semuanya berpengaruh signifikan.
English Abstract
The development of business in Indonesia today is getting faster and tighter, especially competition between companies engaged in similar products, one of which is Food and Beverage (F&B) or culinary. Therefore, company leaders must have strategies to exist and be able to compete with competitors and be able to develop their companies effectively and efficiently. One of the marketing strategies that can be applied is Experiential Marketing using an effective concept, namely the "BETTER" Model and marketing strategies using Emotional Branding. This study aims to: (1) Describe experiential marketing factors with the "BETTER" model concept and emotional branding on customer satisfaction and loyalty, (2) Analyze the influence of the "BETTER" model and Emotional Branding factors on customer satisfaction and loyalty. The research location is at the Bale Luwe Restaurant in Malang City, while the respondents in this study were determined by accidental sampling, namely 100 respondents who bought products and consumed on the spot (Dine In). The analysis method used is (1) descriptive analysis, (2) Structural Equation Model- Partial Least Squares (SEM-WarPLS) analysis. Based on the results of distributing questionnaires to 100 respondents, it can be seen that respondents agreed on the experiential marketing variable (X1) with an average 3,54. The measurement of this variable uses 5 indicators, namely X1.1 (Sense), X1.2 (Feel), X1.3 (think), X1.4 (act), X1.5 (relate) as well as the emotional branding variable, the average percentage results show that consumers agree with an average 3,68. The results of the Structural Equation Model- Partial Least Squares (SEMWarPLS) test show that the experiential marketing variable has a positive and significant effect on customer satisfaction and loyalty with a path coefficient value of 0.309 and 0.228 Furthermore, the results of testing the emotional branding variable show that this variable has a positive and significant effect on customer satisfaction and loyalty with a path coefficient value of 0.273 and 0.191. The customer satisfaction variable also has a positive and significant effect on customer loyalty with a path coefficient value of 0.450. The p-value of all these variables is ≤0.05, which means that they all have a significant effect.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0423040007 |
| Uncontrolled Keywords: | experiential marketing, emotional branding, kepuasan konsumen, loyalitas konsumen,experiential marketing, emotional branding, satisfaction, loyalty, customer. |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 25 Sep 2023 01:44 |
| Last Modified: | 25 Sep 2023 01:44 |
| URI: | http://repository.ub.ac.id/id/eprint/203242 |
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