| dc.contributor.author | NURFITRIA, AMELIA RETNO | |
| dc.date.accessioned | 2020-10-15T06:32:16Z | |
| dc.date.available | 2020-10-15T06:32:16Z | |
| dc.date.issued | 2020 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/35625 | |
| dc.description | This study aims to analyse the effect of experiental marketing on customer
satisfaction and customer loyalty of Shopee college student users in Special Region of
Yogyakarta. Variables used in this study is experiental marketing as exogeneous
variables. Then the variables customer satisfaction and customer loyalty as endogeneous
variables. This study was conducted on student customer of Shopee in Special Region of
Yogyakarta with predetermind criteria, and taken as many as 110 respondents using
purposive sampling method. Analysis tool used in this study is SEM (Structural Equation
Modeling) that operated through AMOS software in version 22.
The study found that: (1) experiental marketing has significant effect on customer
satisfaction. (2) experiental marketing has no significant effect on customer loyalty. (3)
customer satisfaction has no significant effect on customer loyalty. (4) customer
satisfaction is able to mediate the variable experiental marketing on customer loyalty. | en_US |
| dc.description.abstract | This study aims to analyse the effect of experiental marketing on customer
satisfaction and customer loyalty of Shopee college student users in Special Region of
Yogyakarta. Variables used in this study is experiental marketing as exogeneous
variables. Then the variables customer satisfaction and customer loyalty as endogeneous
variables. This study was conducted on student customer of Shopee in Special Region of
Yogyakarta with predetermind criteria, and taken as many as 110 respondents using
purposive sampling method. Analysis tool used in this study is SEM (Structural Equation
Modeling) that operated through AMOS software in version 22.
The study found that: (1) experiental marketing has significant effect on customer
satisfaction. (2) experiental marketing has no significant effect on customer loyalty. (3)
customer satisfaction has no significant effect on customer loyalty. (4) customer
satisfaction is able to mediate the variable experiental marketing on customer loyalty. | en_US |
| dc.publisher | FEB UMY | en_US |
| dc.subject | EXPERIENTAL MARKETING | en_US |
| dc.subject | CUSTOMER SATISFACTION | en_US |
| dc.subject | CUSTOMER LOYALTY | en_US |
| dc.title | PENGARUH EXPERIENTAL MARKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PADA SHOPEE | en_US |
| dc.type | Thesis | en_US |
