Hapsari, Taradianti Rheina and Dr. Sunarti,, S.Sos., M.AB., (2023) Pengaruh Experiential Marketing terhadap Loyalitas Konsumen melalui Kepuasan Konsumen (Survei pada Penonton Sounds of Downtown Festival). Sarjana thesis, Universitas Brawijaya.
Abstract
Experiential marketing merupakan strategi pemasaran yang biasa digunakan oleh pemilik usaha bisnis, salah satunya industri hiburan atau event. Dilakukannya penelitian ini dengan tujuan agar mengetahui dan memahami pengaruh langsung Experiential Marketing terhadap Kepuasan Konsumen SoD Festival, Experiential Marketing terhadap Loyalitas Konsumen SoD Festival, Kepuasan Konsumen terhadap Loyalitas Konsumen SoD Festival, dan mengetahui dan memahami pengaruh tidak langsung Experiential Marketing terhadap Loyalitas Konsumen melalui Kepuasan Konsumen SoD Festival. Jenis penelitian ini adalah deskriptif kuantitatif. Penelitian dilakukan pada tahun 2023 dengan jumlah sampel 115 orang responden menggunakan rumus Machin dan Michael Campbell dengan kriteria responden yang pernah menonton SoD Festival setidaknya dua kali. Metode pengambilan sampel adalah non-probability sampling dengan teknik convenience sampling. Hasil penelitian menunjukkan Experiential Marketing (X) terhadap Kepuasan Konsumen (Y1) SoD Festival memiliki pengaruh signifikan 0,795. Experiential Marketing (X) terhadap Loyalitas Konsumen (Y2) SoD Festival sebesar 0,536. Loyalitas Konsumen (Y2) terhadap Kepuasan Konsumen (Y1) SoD Festival 0.522. Experiential Marketing (X) terhadap Loyalitas Konsumen (Y2) melalui Kepuasan Konsumen (Y1) pada SoD Festival memiliki pengaruh signifikan dengan total effect 0,950.
English Abstract
Experiential Marketing is a marketing strategy commonly used by business owners, one of which is the entertainment or event industry. This research was conducted with the aim of knowing and understanding the direct effect of Experiential Marketing on SoD Festival Customer Satisfaction, Experiential Marketing on SoD Festival Customer Loyalty, Customer Satisfaction on SoD Festival Customer Loyalty, and knowing and understanding the indirect effect of Experiential Marketing on Customer Loyalty through Customer Satisfaction SoD Festival. This type of research is descriptive quantitative. The research was conducted in 2023 with a sample of 115 respondents using the Machin and Michael Campbell formula with the criteria of respondents having watched the SoD Festival at least twice. The sampling method is non-probability sampling with convenience sampling technique. The results showed Experiential Marketing (X) on Customer Satisfaction (Y1) SoD Festival had a significant effect of 0,795. Experiential Marketing (X) to Customer Loyalty (Y2) SoD Festival of 0,536. Customer Loyalty (Y2) to Customer Satisfaction (Y1) SoD Festival 0,522. Experiential Marketing (X) on Customer Loyalty (Y2) through Customer Satisfaction (Y1) at the SoD Festival has a significant effect with a total effect of 0,950.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052303 |
| Uncontrolled Keywords: | Experiential Marketing, Kepuasan Konsumen, Loyalitas Konsumen, Event.-Experiential Marketing, Customer Satisfaction, Customer Loyalty, Event. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username suprihatin |
| Date Deposited: | 16 Jan 2024 05:05 |
| Last Modified: | 16 Jan 2024 05:05 |
| URI: | http://repository.ub.ac.id/id/eprint/210916 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
TARADIANTI RHEINA HAPSARI.pdf Restricted to Registered users only until 31 December 2025. Download (7MB) |
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