Febriadila, Firda ayu nafisah (2020) PENGARUH EXPERIENTIAL MARKETING DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING ( Studi Kasus Pada Putra Barokah Party Set Gresik ). Other thesis, UPN "VETERAN" JATIM.
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Abstract
The purpose of this research : (1) the influence of experiential marketing on customer satisfaction of Putra Barokah Party Set Gresik, (2) the influence of experiential marketing on customer loyalty of Putra Barokah Party Set Gresik, (3) the influence of service quality on customer satisfaction of Putra Barokah Party Set Gresik, (4) the influence of service quality on the customer loyalty of the Putra Barokah Party Set Gresik, (5) the influence of customer satisfaction on the customer loyalty of the Putra Barokah Party Set Gresik, (6) the influence of experiential marketing on customer loyalty through customer satisfaction of Putra Barokah Party Set Gresik, (7) the influence of service quality on customer loyalty through customer satisfaction of Putra Barokah Party Set Gresik. Data were collected using a questionnaire technique of 97 samples with purposive sampling technique. This data were analyzed using a method of Partial Least Square model with smartPLS 3.0 software. The results showed that experiential marketing has a positive and significant effect on customer satisfaction. Experiential marketing has a negative and significant effect on customer loyalty. Service quality has a positive and significant effect on customer satisfaction. Service quality has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Experiential marketing has a positive and significant effect on customer loyalty through customer satisfaction. Service quality has a positive and significant effect on customer loyalty through customer satisfaction Keywords : Experiential Marketing, Service Quality, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 24 Nov 2020 07:05 | ||||||||
| Last Modified: | 24 Nov 2020 07:05 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/904 |
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