PENGARUH EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI OLEH CUSTOMER SATISFACTION PADA PELANGGAN TOKO RITEL KECANTIKAN DAN KESEHATAN DI JABODETABEK

SALSA DELINA, . (2023) PENGARUH EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI OLEH CUSTOMER SATISFACTION PADA PELANGGAN TOKO RITEL KECANTIKAN DAN KESEHATAN DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk menguji pengaruh penerapan experiential marketing terhadap customer loyalty melalui customer satisfaction. Penelitian ini dilakukan di wilayah Jabodetabek dengan sasaran usia responden 18 tahun ke atas. Metode penelitian kuantitatif digunakan untuk mengkaji penelitian ini dengan menggunakan skala likert sebagai indikator pengukuran instrumen penelitian. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan perolehan sebanyak 200 responden. Teknik analisis menggunakan Structural Equation Modeling (SEM) dengan AMOS 24. Hasil empiris dari penelitian ini, yaitu experiential marketing berpengaruh positif dan signifikan terhadap customer satisfaction, experiential marketing berpengaruh positif dan signifikan terhadap customer loyalty, customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty, dan experiential marketing berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction. *** This study was conducted with the aim of examining the influence of the application of experiential marketing on customer loyalty through customer satisfaction. This research was conducted in Jabodetabek with a target age of 18 years and over. Quantitative research methods were used to review this research by using a Likert scale as an indicator for measuring research instruments. The sampling technique used was purposive sampling with a total of 200 respondents. The analysis technique uses Structural Equation Modeling (SEM) with AMOS 24 and Sobel Test. The empirical results of this study are experiential marketing has a positive and significant effect on customer satisfaction, experiential marketing has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and experiential marketing has a positive and significant effect on customer loyalty through customer satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika Febrilia, S.E., M.M. ; 2). Rahmi, S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 19627 not found.
Date Deposited:	31 Aug 2023 05:09
Last Modified:	31 Aug 2023 05:09
URI:	http://repository.unj.ac.id/id/eprint/40562

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