Pengaruh Experiential Marketing Dan Word Of Mouth Terhadap Loyalitas Pelanggan (Survei pada konsumen PT Alhamdi Global Wisata periode umrah 2015 sampai dengan Juni 2017)

Yusfita, Nadiah (2018) Pengaruh Experiential Marketing Dan Word Of Mouth Terhadap Loyalitas Pelanggan (Survei pada konsumen PT Alhamdi Global Wisata periode umrah 2015 sampai dengan Juni 2017). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan menguji dan menjelaskan pengaruh secara simultan (bersamasama) dan parsial Experiential Marketing terhadap Loyalitas Pelanggan dan Word of Mouth terhadap Loyalitas Pelanggan. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan adalah Sampel Jenuh dengan sampel 37 orang Pelanggan PT Alhamdi Global Wisata. Metode pengumpulan data yang digunakan ialah kuesioner. Teknik analisis data yang digunakan pada penelitian ini adalah analisis statistik deskriptif dan analisis statistik inferensial dengan menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel Experiential Marketing (X1) dan Word Of Mouth (X2) berpengaruh signifikan secara simultan (bersama-sama) terhadap Loyalitas Pelanggan (Y) yang dapat dilihat dari nilai sig. F (0,000) < sig. α (0,05) dan nilai Adjusted R Square sebesar 0,515 atau 51,5%. Hal ini menunjukkan bahwa Experiential Marketing yang terdiri dari variabel Panca Indera (X1.1), Perasaan (X1.2), Pikiran (X1.3), Tindakan (X1.4), dan Hubungan (X1.5), dan Word Of Mouth (X2) sebesar 51,5% dapat mempengaruhi Loyalitas Pelanggan (Y). Secara parsial, Experiential Marketing (X1) berpengaruh signifikan terhadap Loyalitas Pelanggan (Y) dengan nilai sig. t (0,003) < sig. α (0,05), Word Of Mouth (X2) berpengaruh signifikan terhadap Loyalitas Pelanggan (Y) dengan nilai sig t (0,040) < α = 0,05. Word of Mouth (X2) berpengaruh signifikan terhadap Loyalitas Pelanggan (Y) dengan nilai sig.t (0,040) < α = 0,05.

English Abstract

This research aims to test and explain the influence of Experiential Marketing and Word Of Mouth on Customer Loyalty simultaneously and partially on Customers of PT Alhamdi Global Wisata. Independent variables in this research are Sense (X1.1), Feel (X1.2), Think (X1.3), Act (X1.4), and Relate (X1.5), and Word Of Mouth Dependent variable in this research is Customer Loyalty (Y). This type of research used explanatory research with a quantitative approach. The sampling technique used saturated sampling with a sample of 37 customers of PT Alhamdi Global Wisata. Data collection methods used questionnaire and interview. Data analysis techniques used in this research are descriptive statistical analysis and inferential statistical analysis by using multiple linear regression analysis. The results of this research indicate that Experiential Marketing and Word Of Mouth are simultaneously have a significant effect on Customer Loyalty (Y) which can be seen from the significance value F (0,000) < α (0,05) and R Square value is 0,515 or 51%. This means that 51% of Experiential Marketing and Word of Mouth can affect Customer Loyalty (Y). Partially, Experiential Marketing (X1) significantly influential on Customer Loyalty (Y) with a significance value t (0,003) < α (0,05), Word Of Mouth (X2) significantly influential on Customer Loyalty (Y) with a significance value t (0,040) < α (0,05).

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/124/051803073
Uncontrolled Keywords: Experiential Marketing, Word of Mouth dan Loyalitas Pelanggan
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Yusuf Dwi N.
Date Deposited: 23 Apr 2018 07:04
Last Modified: 26 Oct 2021 04:10
URI: http://repository.ub.ac.id/id/eprint/9750
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