Pengaruh Experiential Marketing Terhadap Repurchase Intention Melalui Customer Satisfaction Sebagai Intervening Variabel (Studi Pada The Bagong Adventure Museum Tubuh)

Andrianto, Dwi Gusti (2017) Pengaruh Experiential Marketing Terhadap Repurchase Intention Melalui Customer Satisfaction Sebagai Intervening Variabel (Studi Pada The Bagong Adventure Museum Tubuh). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini memiliki tujuan untuk menguji dan menganalisis pengaruh penerapan experiential marketing terhadap repurchase intention melalui customer satisfaction sebagai intervening variable (Studi Pada The Bagong Adventure Museum Tubuh). Jenis penelitian ini adalah explanatory research. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan metode purposive sampling. Sampel dalam penelitian ini berjumlah 110 responden yang merupakan pengunjung The Bagong Adventure Museum Tubuh. Jenis data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Instrumen pengumpulan data berupa kuesioner yang diukur menggunakan skala Likert. Analisis data menggunakan Partial Least Squares (PLS) dengan dibantu oleh software SmartPLS 3.0 dan uji sobel digunakan untuk menguji hubungan variabel mediasi dalam hipotesis. Hasil penelitian menunjukkan bahwa experiential marketing yang terdiri dari sense, feel, think, act, dan relate apabila ditingkatkan secara bersama-sama, maka akan meningkatkan repurchase intention pada The Bagong Adventure Museum Tubuh. Variabel experiential marketing yang terdiri dari sense, feel, think, act, dan relate apabila ditingkatkan, maka akan meningkatkan customer satisfaction pada The Bagong Adventure Museum Tubuh. Variabel customer satisfaction apabila ditingkatkan, maka akan meningkatkan repurchase intention pada The Bagong Adventure Museum Tubuh. Variabel experiential marketing yang terdiri dari sense, feel, think, act, dan relate melalui customer satisfaction memberi dampak positif terhadap repurchase intention.

English Abstract

This research is aimed at determining and analyzing the effect of experiential marketing on repurchase intention through customer satisfaction as intervening variable (study at The Bagong Adventure Museum Tubuh). This is an explanatory research. The sampling technique used is non probability sample with purposive sampling method. The sample in this study comprised 110 respondents who are the visitors of The Bagong Adventure Museum Tubuh. Data used in this study are primary data and secondary. Data collection instrument is questionnaire measured by using Likert scale. This study uses Partial Least Squares (PLS), supported by software SmartPLS 3.0, and sobel test is used to examine the relations of the mediating variables in the hypothesis. The results showed that experiential marketing consisting of sense, feel, think, act, and relate is able to simultaneously increase repurchase intention of The Bagong Adventure Museum Tubuh. Experiential marketing consisting of sense, feel, think, act, and relate is able to simultaneously increase customer satisfaction of The Bagong Adventure Museum Tubuh. Customer satisfaction is able to increase repurchase intention of The Bagong Adventure Museum Tubuh. Experiential marketing consisting of sense, feel, think, act, and relate through customer satisfaction has a positive impact on repurchase intention of The Bagong Adventure Museum Tubuh.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FE/2017/588/051710563
Uncontrolled Keywords:	Experiential Marketing, Customer satisfaction, Repurchase Intention, Experiential Marketing, Customer satisfaction, Repurchase Intention
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:	11 Dec 2017 06:57
Last Modified:	19 Dec 2023 04:31
URI:	http://repository.ub.ac.id/id/eprint/6795

Text DWI GUSTI ANDRIANTO.pdf Download (5MB)

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