| dc.contributor.advisor | HANDAYANI, SITI DYAH | |
| dc.contributor.author | PRABOWO, MUHAMMAD ARDI | |
| dc.date.accessioned | 2020-02-12T04:05:45Z | |
| dc.date.available | 2020-02-12T04:05:45Z | |
| dc.date.issued | 2019-12-05 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/31641 | |
| dc.description | This study aims to analyze the effect of experiential marketing on general purchases through customer satisfaction in Yogyakarta Kampoeng Mataraman Restaurant. This analysis uses exogenous experiential marketing variables, endogenous repurchase variables, and as an intervening variable customer satisfaction. The sample of this research is all customers of RM Kampoeng Mataraman who are at least 17 years old and have made purchases at least 2 times in the last 2 months. Data collection was carried out by questionnaire distributed directly to respondents as many as 114 questionnaires. The research method used with SEM AMOS 21 analysis. The results of this study indicate that experiential marketing significantly positively influences customer satisfaction, customer satisfaction significantly positively influences repurchase, experiential marketing significantly positively influences repurchase, and experiential marketing significantly positively influences purchase reset that is mediated by customer satisfaction. | en_US |
| dc.description.abstract | This study aims to analyze the effect of experiential marketing on general purchases through customer satisfaction in Yogyakarta Kampoeng Mataraman Restaurant. This analysis uses exogenous experiential marketing variables, endogenous repurchase variables, and as an intervening variable customer satisfaction. The sample of this research is all customers of RM Kampoeng Mataraman who are at least 17 years old and have made purchases at least 2 times in the last 2 months. Data collection was carried out by questionnaire distributed directly to respondents as many as 114 questionnaires. The research method used with SEM AMOS 21 analysis. The results of this study indicate that experiential marketing significantly positively influences customer satisfaction, customer satisfaction significantly positively influences repurchase, experiential marketing significantly positively influences repurchase, and experiential marketing significantly positively influences purchase reset that is mediated by customer satisfaction. | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | experiential marketing, kepuasan pelanggan, pembelian ulang | en_US |
| dc.title | PENGARUH EXPERIENTIAL MARKETING TERHADAP PEMBELIAN ULANG DENGAN VARIABEL INTERVENING KEPUASAN PELANGGAN | en_US |
| dc.title.alternative | (Studi pada Pelanggan Rumah Makan Kampoeng Mataraman Yogyakarta) | |
| dc.type | Thesis SKR FEB 760 | en_US |
