| dc.contributor.advisor | WIDOWATI, RETNO | |
| dc.contributor.author | PUTRA, R. WICAKSANA PANDEGA | |
| dc.date.accessioned | 2018-01-19T06:23:10Z | |
| dc.date.available | 2018-01-19T06:23:10Z | |
| dc.date.issued | 2017-12-21 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/17030 | |
| dc.description | Penelitian ini bertujuan untuk menganalisis pengaruh antar variabel
experiential marketing terhadap loyalitas pelanggan, experiential marketing terhadap
kepuasan pelanggan, kepuasan pelanggan terhadap loyalitas dan experiential
marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel
intervening.
Penelitian ini dilakukan pada Waroeng Spesial Sambal Yogyakarta dengan
jumlah sampel 139 responden dengan teknik purposive sampling non random
sampling dengan metode Structural Equation Modelling yang diolah menggunakan
program AMOS 23.0.
Hasil penelitian ini menunjukkan bahwa experiential marketing tidak
berpengaruh terhadap loyalitas pelanggan, experiential marketing berpengaruh positif
signifikan terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh positif
signifikan terhadap loyalitas pelanggan dan experiential marketing berpengaruh
terhadap loyalitas secara tidak langsung, melalui kepuasan pelanggan sebagai
variabel intervening. | en_US |
| dc.description.abstract | This study aims to analyze the influence between experiential marketing
variables on customer loyalty, experiential marketing to customer satisfaction,
customer satisfaction on loyalty and experiential marketing to customer loyalty
through customer satisfaction as intervening variable.
This research was conducted on Special Waroeng Sambal Yogyakarta with
139 samples with purposive sampling technique of non random sampling with
Structural Equation Modeling method that was processed using AMOS 23.0 program.
The results of this study indicate that experiential marketing has no effect on
customer loyalty, experiential marketing has a significant positive effect on customer
satisfaction, customer satisfaction has a significant positive effect on customer loyalty
and experiential marketing affect indirect loyalty, through customer satisfaction as
intervening variable. | en_US |
| dc.publisher | FE UMY | en_US |
| dc.subject | Experiential Marketing, Customer Satisfaction, Customer Loyalty, Structural Equation Modelling. Experiential Marketing, Kepuasan Pelanggan, Loyalitas Pelanggan, Structural Equation Modelling | en_US |
| dc.title | PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING | en_US |
| dc.title.alternative | (STUDI PADA WAROENG SPESIAL SAMBAL YOGYAKARTA) | en_US |
| dc.type | Thesis
SKR
F E
904 | en_US |
