IMPLEMENTASI EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Dragon Café Di Kota Jajag)

nur aini, shinta dewi and Nursaidah, Nursaidah (2021) IMPLEMENTASI EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Dragon Café Di Kota Jajag). Undergraduate thesis, UNIVERSITAS MUHAMMADIYAH JEMBER.

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Abstract

This research was conducted to see the implementation of Experiential Marketing with customer satisfaction in mediating customer loyalty at Dragon Café Jajag. This research was conducted at Dragon Café Jajag. Sampling was done by random sampling technique where all the population was taken randomly to become the research sample. This is done to increase Dragon Café customer loyalty through customer satisfaction as seen from the Application of Experiential Marketing. The analysis tool used is Path Analysis or path analysis assisted by Sobel Test to determine the implementation of Experiential Marketing. The results showed that sense affects customer satisfaction, feel affects customer satisfaction, think affects customer satisfaction, act affects customer satisfaction, relationship affects customer satisfaction, sense affects customer loyalty, feel affects customer loyalty, think influences customer loyalty. , act affects customer loyalty, relate affects customer loyalty, customer satisfaction affects customer loyalty, sense through customer satisfaction affects customer loyalty, feel through customer satisfaction affects customer loyalty, think through customer satisfaction affects customer loyalty, act through satisfaction customer has an effect on customer loyalty, relationship through customer satisfaction affects customer loyalty, Keywords: Experiential Marketing, Customer Satisfaction, Customer Loyalty

Item Type:

Thesis (Undergraduate)

Uncontrolled Keywords:

Experiential Marketing, Customer Satisfaction, Customer Loyalty

Subjects:

300 Social Science > 330 Economics > 335 Socialism and Related Systems

Divisions:

Faculty of Economics > Department of Management (S1)

Department:

S1 Manajemen

Depositing User:

Shinta Dewi Nur Aini