PENGARUH UTILITARIAN VALUE DAN EXPERIENTIAL MARKETING TERHADAP REVISIT INTENTION DIMEDIASI CUSTOMER SATISFACTION

RIZKY INSAN PERTIWI, . (2024) PENGARUH UTILITARIAN VALUE DAN EXPERIENTIAL MARKETING TERHADAP REVISIT INTENTION DIMEDIASI CUSTOMER SATISFACTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Maksud dari penulisan penelitian ini adalah untuk untuk menguji pengaruh positif dan signifikan utilitarian value dan experiential marketing terhadap revisit intention dimediasi customer satisfaction. Pengumpulan data dilakukan dengan metode kuesioner yang didistribusikan secara online melalui platform media sosial seperti whatsapp, instagram, dan twitter. Objek yang diambil dalam penelitian ini adalah responden yang pernah melakukan kunjungan ke restoran All You Can Eat minimal dua kali dalam enam bulan terakhir yang berdomisili tempat tinggal di DKI Jakarta dan berumur minimal 17 tahun keatas. Sampel yang digunakan dalam penelitian ini berjumlah 250 responden. Penelitian ini menggunakan software SPSS versi 25 dan SEM (Structural Equation Model) dari software Lisrel 8.80 untuk melakukan proses analisis dan pengolahan data hasil penelitian. Adapun hasil yang didapatkan pada penelitian ini menunjukkan bahwa utilitarian value, experiential marketing, customer satisfaction berpengaruh positif dan signifikan terhadap revisit intention. Selain itu, utilitarian value dan experiential marketing berpengaruh positif dan signifikan terhadap customer satisfaction. Serta, utilitarian value dan experiential marketing berpengaruh positif dan signifikan terhadap revisit intention melalui customer satisfaction sebagai variabel mediasi. Kata Kunci: Utilitarian Value, Experiential Marketing, Customer Satisfaction, Revisit Intention ********* The aim of this research is to test the positive and significant influence of Utilitarian Value and Experiential Marketing on Revisit Intention mediated by Customer Satisfaction. The data collection was carried out using a questionnaire method that was distributed online such as WhatsApp, Instagram, and Twitter. The objects taken in this research were respondents who had visited the All You Can Eat restaurant at least twice in the last six months and were domiciled in DKI Jakarta and aged at least 17 years and over. The sample used in this research was 250 respondents. This research uses SPSS version 25 software and SEM (Structural Equation Model) from Lisrel 8.80 software to carry out the analysis and processing of research data. The results obtained in this research show that utilitarian value, experiential marketing, customer satisfaction have a positive and significant effect on revisit intention. Also, utilitarian value and experiential marketing have a positive and significant effect on customer satisfaction. Also, utilitarian value and experiential marketing have a positive and significant effect on revisit intention through customer satisfaction as a mediating variable.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof.Dr. Mohamad Rizan, M.M. ; 2). Dewi Agustin Pratama Sari S.E.,M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 22067 not found.
Date Deposited:	13 Feb 2024 00:27
Last Modified:	13 Feb 2024 00:27
URI:	http://repository.unj.ac.id/id/eprint/44785

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