Pengaruh experiential marketing terhadap customer loyalty melalui perceived value dan customer satisfaction pada Comedy Kopi di Surabaya Town Square

Kisworo, Irvin Harwinanto (2017) Pengaruh experiential marketing terhadap customer loyalty melalui perceived value dan customer satisfaction pada Comedy Kopi di Surabaya Town Square. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh experiential marketing terhadap customer loyalty melalui perceived value dan customer satisfaction pada Comedy Kopi di Surabaya Town Square. Penelitian ini merupakan penelitian kausal. Teknik pengambilan sampel dalam penelitian ini menggunakan non probability sampling, sampel yang digunakan sebanyak 100 responden. Data dikumpulkan melalui alat bantu kuesioner dan selanjutnya diolah dengan teknik analisis structural equation model menggunakan program LISREL. Hasil penelitian ini menunjukkan bahwa experiential marketing berpengaruh signifikan terhadap perceived value, experiential marketing berpengaruh signifikan terhadap customer satisfaction, perceived value berpengaruh signifikan terhadap customer loyalty, customer satisfaction berpengaruh signifikan terhadap customer loyalty, experiential marketing berpengaruh signifikan terhadap customer loyalty melalui perceived value dan Customer Satisfaction. Bagi peneliti selanjutnya yang ingin melakukan penelitian mengenai experiential marketing, perceived value, customer satisfaction dan customer loyalty dapat menambahkan variabel-variabel lain. Comedy Kopi di Surabaya Town Square harus menjaga experiential marketing agar mempengaruhi perceived value dan customer satisfaction dengan positif, agar terbentuk customer loyalty.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Experiential marketing, perceived value, customer satisfaction, customer loyalty
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 3922 not found.
Date Deposited: 07 Feb 2017 02:00
Last Modified: 07 Feb 2017 02:00
URI: http://repository.wima.ac.id/id/eprint/9897

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