| dc.contributor.advisor | DEWANTI, DYAH PIKANTI | |
| dc.contributor.author | SINTIYA, SINTIYA | |
| dc.date.accessioned | 2019-10-01T07:19:00Z | |
| dc.date.available | 2019-10-01T07:19:00Z | |
| dc.date.issued | 2019-06-24 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/29263 | |
| dc.description | Penelitian ini bertujuan untuk mengetahui pengaruh strategi experiential
marketing terhadap loyalitas nasabah melalui kepuasan nasabah sebagai variable
intervening. Penelitian ini menggunakan metode kuantitatif menggunakan
analisis data Structural Equation Modeling (SEM) dengan program AMOS
sebagai alat sanalisisnya. populasi penelitian ini bank BNI cabang Yogyakrta
jumlah sampel dari penelitian ini 118 responden diambil beberapa varian
nasabah yang dapat mewakili keseluruhan sampel Analisis. Data diperoleh secara
langsung dengan menyebarkan kuesioner menggunakan pengukuran skala likert.
Hasil uji hipotesis penelitian ini menunjukan bahwa strategi experiential
marketing yaitu sense, feel, relate berpengaruh signifikan terhadap kepuasan
sedangkan think dan act tidak berpengaruh tehadap kepuasan. Strategi
experiential marketing yaitu feel dan think berpengaruh signifikan terhadap
loyalitas sedangkan sense,act, relate tidak berpengaruh terhadap loyalitas.
Strategi experiential marketing feel dan relate berpengaruh signifikan terhadap
loyalitas nasabah melalui kepuasan sebagai variable intervening sedangkan sense,
act, think tidak berpengaruh. | en_US |
| dc.description.abstract | This research aims to find out the influence of marketing experiential
strategy toward customers' loyalty through customers' satisfaction as an
intervening variable. This research applied quantitative method using data
analysis of Structural Equation Modeling (SEM) with the AMOS program as the
analysis tool. The research population was BNI Syariah branch Yogyakarta with
the number of samples of 118 respondents taken from several customer variants
representing the whole analysis samples. The data collected directly by
distributing questionnaire using Likert scale measurement. The research
hypothesis test results show that the marketing experiential strategy covering
sense, feel, and relate has a significant influence toward the customers'
satisfaction while think and act do not have any influence toward satisfaction.
Marketing experiential strategy covering feel and think has significant influence
toward loyalty while sense, act, and relate do not have any influence toward
loyalty. On the other hand, marketing experiential strategy covering feel and
relate has significant influence toward customers' loyalty through customers'
satisfaction as the intervening variable while sense, act, and think do not have any
influence. | en_US |
| dc.publisher | FAKULTAS AGAMA ISLAM UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Marketing experiential strategy, sense, feel, think, act, relate, loyalty, satisfaction | en_US |
| dc.title | PENGARUH STRATEGI EXPERIENTIAL MARKETING TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING | en_US |
| dc.title.alternative | pada Bank BNI Syariah cabang Yogyakarta | en_US |
| dc.type | Thesis
SKR
FAI
272 | en_US |
