Permatasari, Happy Indah (2017) Pengaruh Experiential Marketing Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei Pada Pelanggan Calories Café Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan dengan tujuan untuk menguji dan menjelaskan pengaruh variabel Experiential Marketing terhadap variabel Kepuasan Pelanggan, variabel Experiential Marketing terhadap variabel Loyalitas Pelanggan, variabel Kepuasan Pelanggan terhadap variabel Loyalitas Pelanggan. Penelitian ini menggunakan explanatory research dengan pendekatan kuantitatif. Populasi penelitian ini adalah pelanggan Calories Café Malang yang berusia 17 tahun ke atas dan pernah makan lebih dari atau sama dengan dua kali pada Calories Café Malang. Teknik pengambilan sampel menggunakan metode purposive sampling yang dihitung dengan menggunakan rumus Machin and Champbell dan mendapatkan 112 responden. Teknik analisis data menggunakan analisis deskriptif dan analisis jalur. Hasil dari penelitian ini menunjukkan bahwa variabel Experiential Marketing memiliki pengaruh langsung signifikan terhadap variabel Kepuasan Pelanggan, variabel Experiential Marketing memiliki pengaruh langsung signifikan terhadap variabel Loyalitas Pelanggan, dan variabel Kepuasan Pelanggan memiliki pengaruh langsung signifikan dengan variabel Loyalitas Pelanggan.
English Abstract
This study was conducted with the aim to test and explain the effect of Experiential Marketing variables on Customer Satisfaction variables, Experiential Marketing variables to Customer Loyalty variables, Customer Satisfaction variables to Customer Loyalty variables. This research uses explanatory research with quantitative approach. The population of this study is Calories Café Malang customers aged 17 years and over and have eaten more than or equal to twice at Calories Café Malang. The sampling technique used purposive sampling method which was calculated by using Machin and Champbell formula and got 112 respondents. Data analysis techniques using descriptive analysis and path analysis. The results of this study indicate that Experiential Marketing variables have a direct significant influence on Customer Satisfaction variables, Experiential Marketing variables have a direct significant effect on Customer Loyalty variables, and Customer Satisfaction variables have a direct significant influence with Customer Loyalty variables.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/830/051709102 |
| Uncontrolled Keywords: | Experiential Marketing, Kepuasan Pelanggan, Loyalitas Pelanggan |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 12 Oct 2017 07:39 |
| Last Modified: | 07 Jan 2022 03:31 |
| URI: | http://repository.ub.ac.id/id/eprint/3648 |
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