Pengaruh Experiential Marketing Terhadap Brand Loyalty Melalui Customer Satisfaction Sebagai Variabel Mediasi (Studi Pada Pelanggan Cinema Xxi Bintaro Jaya Xchange Tangerang Selatan)

Maulana, Kemal Anugrah and Dr. Wahdiyat Moko,, SE., M.M (2023) Pengaruh Experiential Marketing Terhadap Brand Loyalty Melalui Customer Satisfaction Sebagai Variabel Mediasi (Studi Pada Pelanggan Cinema Xxi Bintaro Jaya Xchange Tangerang Selatan). Sarjana thesis, Universitas Brawijaya.

Abstract

Banyaknya jumlah penonton film di Indonesia menandakan bahwa bioskop merupakan suatu sarana hiburan yang menarik bagi banyak kalangan. Cinema XXI, salah satu perusahaan penyalur bioskop terbesar di Indonesia, sudah sangat handal dalam menawarkan pengalaman menonton film di bioskop. Oleh karena itu, pengaruh pengalaman menonton yang mereka tawarkan terhadap kepuasan pelanggan serta loyalitas merek perlu diteliti. Jenis penelitian ini adalah deskriptif dengan metode kuantitatif. Pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling yang dilakukan melalui kuesioner. Jumlah sampel yang digunakan sebanyak 130 responden dengan ketentuan berusia minimal 17 tahun, berdomisili di Tangerang Selatan, dan pernah mengunjungi Cinema XXI Bintaro Jaya Xchange. Data dianalisis melalui SmartPLS 3.0. Hasil yang didapat adalah Experiential Marketing memengaruhi Customer Satisfaction sebanyak 63.4%, sedangkan sebanyak 36.6% dipengaruhi oleh variabel lain yang tidak dibahas dalam penelitian ini. Selain itu, Experiential Marketing dan Customer Satisfaction juga memengaruhi Brand Loyalty sebesar 56.5%, sisanya sebesar 43.5% dipengaruhi oleh variabel lain yang tidak dibahas dalam penelitian ini.

English Abstract

The high number of movie goers in Indonesia signifies that cinemas are one of the appealing entertainments for various group of people. Cinema XXI, one of the largest movie-showing companies in Indonesia, has been highly reliable in offering movie-watching experience. Therefore, the effect of the watching experience that it offers on customer satisfaction and brand loyalty needs to be examined. The sample of this quantitative descriptive research is 130 people, selected using non-probability sampling method and purposive sampling technique. They must be at least seventeen years of age, live in South Tangerang, and have visited Cinema XXI Bintaro Jaya Exchange. The data was harvested from questionnaires and was analyzed in SmartPLS 3.0. This study finds that experiential marketing influences customer satisfaction by 63.4%, while the remaining 36.6% is affected by other variables not discussed in this research. Furthermore, experiential marketing and customer satisfaction affect brand loyalty by 56.5%, while the remaining 43.5% is the influence of other variables not discussed in this research.

Item Type: Thesis (Sarjana)
Identification Number: :0523020321
Uncontrolled Keywords: Experiential Marketing, Customer Satisfaction, Brand Loyalty, Movie
Subjects: 600 Technology (Applied sciences) > 658 General management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with username nova
Date Deposited: 18 Dec 2023 02:34
Last Modified: 18 Dec 2023 02:34
URI: http://repository.ub.ac.id/id/eprint/205355
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