Pengaruh Experiental Marketing terhadap loyalitas konsumen dan dimediasi oleh kepuasan konsumen

Prasetyo, Deni Widyo; Wasis, Wasis

doi:10.21067/mbr.v3i2.4616

Cited by 2 publications

(4 citation statements)

References 8 publications

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“…Faktor-faktor seperti meningkatnya jumlah pesaing, kecanggihan teknologi dan meningkatnya edukasi mengenai pemasaran, semakin mempercepat dan memacu para pemasar untuk semakin kreatif memasarkan produknya. Zarem dalam (Prasetyo & Wasis, 2019), yang menyatakan bahwa pengalaman merupakan dasar perekonomian baru untuk semua industri dalam memasarkan dan memberikan kepuasan terhadap pelanggan.…”

Section: Pendahuluanunclassified

“…Hasil tersebut sejalan dengan penelitian yang dilakukan oleh Wu & Tseng dalam (Prasetyo & Wasis, 2019) tentang experiental marketing terhadap kepuasan konsumen dengan hasil yang di dapat adanya pengaruh experiental marketing terhadap kepuasan pelanggan dan loyalitas pelanggan. Demikian pula menurut Devindiani & Wibowo dalam (Prasetyo & Wasis, 2019) menyatakan bahwa experimental marketing dengan memiliki pengaruh positif dan signifikan pada kepuasan serta loyalitas pelanggan.…”

Section: Pengaruh Expereintal Marketing Terhadap Costumer Satisfactionunclassified

“…Menurut Wijaya dalam (Prasetyo & Wasis, 2019) menyatakan expereintal marketing mempengaruhi benak konsumen agar konsumen ingin melakukan pembelian ulang. Expereintal marketing juga mungkin akan menimbulkan kepuasan konsumen yang kemudian akan mempengaruhi pembelian ulang produk tersebut.…”

Section: Pengaruh Expereintal Marketing Terhadap Costumer Satisfactionunclassified

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Pengaruh Experiental Marketing Dan Experiental Value Terhadap Costumer Satisfaction Pada Pengguna Handphone Redmi Di SMK Negeri 03 Bengkulu Selatan

Herfianti,

Fransisco

2023

crmj

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This study aims to determine the effect of Experiential Marketing and Experiential Value on Customer Statistics on Redmi mobile users at SMK Negeri 03 Bengkulu Selatan. This study used a quantitative method with a Likert scale (questionnaire). The number of respondents in this research was 105 people. iMethod of data collection iusing a questionnaire. The analysis technique uses multiple linear regression analysis tests, the coefficient of determination (R2) and hypotheses tests, namely the it test and the if test. The results of this study indicate that partially the experiential marketing variable has a significant effect on the customer satisfaction variable and the experiential value variable has a significant effect on the customer satisfaction variable. Simultaneously, it shows that the experiential marketing and experiential value variables simultaneously have a significant effect on customer satisfaction. The limitations of this study are using data in the form of respondents' answers to the statements submitted on the research questionnaire. Respondents who filled out the questionnaire at random and did not pay close attention to each statement. It is hoped that the indicators described in this study can be used as a reference for Redmi products, especially Redmi product sellers in South Bengkulu, in increasing the experience marketing of their customers and increasing the experience value in in-store transaction life.

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Section: Pendahuluanunclassified

Section: Pengaruh Expereintal Marketing Terhadap Costumer Satisfactionunclassified

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Pengaruh Experiental Marketing Dan Experiental Value Terhadap Costumer Satisfaction Pada Pengguna Handphone Redmi Di SMK Negeri 03 Bengkulu Selatan

Herfianti,

Fransisco

2023

crmj

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“…Act is one way to shape consumer perceptions of the products and services concerned. Relate Marketing is a type of experience that is used to influence customers and combines all aspects, sense, feel, think, and act (Prasetyo & Wasis, 2019;Wahyuningsih et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Customer Loyalty Through Experiential Marketing on the Salon Crisni in Singaraja

Nurkariani

2021

IJSSB

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Customer loyalty is customer commitment to a store brand or supplier based on a very positive attitude in long-term purchases, it is easier to develop and succeed if the company can make customers loyal. The purpose of this study was to determine Sense, Feel, Think, Act, Relate to Customer Loyalty at Krisni Salon in Singaraja. The analysis technique used in this research is validity and reliability test, multiple regression analysis, multiple correlation analysis, classical assumption test, determination test, F-Test and Hypothesis test with T-Test. The results showed that Experiential Marketing which consists of Sense, Feel, Think, Act, Relate has a positive and significant effect on Customer Loyalty at Krisni Salon in Singaraja. These results are proven by testing the hypothesis with the T-Test which shows that t-count> t-table and the results of model testing with F-Test which show that F-count> F-table. This result means that in creating Customer Loyalty, Krisni Salon must pay attention to the strategies used, one of which is Experiential Marketing

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Pengaruh Experiental Marketing terhadap loyalitas konsumen dan dimediasi oleh kepuasan konsumen

Cited by 2 publications

References 8 publications

Pengaruh Experiental Marketing Dan Experiental Value Terhadap Costumer Satisfaction Pada Pengguna Handphone Redmi Di SMK Negeri 03 Bengkulu Selatan

Pengaruh Experiental Marketing Dan Experiental Value Terhadap Costumer Satisfaction Pada Pengguna Handphone Redmi Di SMK Negeri 03 Bengkulu Selatan

Customer Loyalty Through Experiential Marketing on the Salon Crisni in Singaraja

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