Feel Experience Dan Think Experience Marketing Pengaruhnya Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Intervening

Authors

  • Asti Hidayati Universitas Swadaya Gunung Jati
  • Siska Ernawati Fatimah Universitas Swadaya Gunung Jati

DOI:

https://doi.org/10.33603/jibm.v1i2.868

Keywords:

feel experience, think experience marketing, loyalitas konsumen, kepuasan konsumen

Abstract

Abstract: This study aims to determine the direct influence and indirect influence feel experience and think marketing experience of consumer loyalty through customer satisfaction as intervening variable. The research method used is quantitative method. The number of samples in this study as many as 100 respondents, the sampling technique using incidental sampling technique. Data retrieval technique using questionnaire. Data analysis technique is done by using path analysis (Path Analysis). The results of this study indicate that feel experience has a direct influence on consumer loyalty. Think marketing experience has an indirect effect on consumer loyalty.

 

Key Word: feel experience, think experience marketing, customer loyalty, customer satisfaction

 

Abstrak : Penelitian ini bertujuan untuk mengetahui pengaruh langsung dan pengaruh tidak langsung feel experience dan think experience marketing terhadap loyalitas konsumen melalui kepuasan konsumen sebagai variabel intervening. Metode penelitian yang digunakan adalah metode kuantitatif. Jumlah sampel dalam penelitian ini sebanyak 100 responden, teknik pengambilan sampel menggunakan teknik sampling insidental. Teknik penarikan data menggunakan kuesioner. Teknik analisis data dilakukan dengan menggunakan analisis jalur (Path Analysis). Hasil penelitian ini menunjukkan bahwa feel experience mempunyai pengaruh langsung terhadap loyalitas konsumen. Think experience marketing mempunyai pengaruh tidak langsung terhadap loyalitas konsumen. 

 

Kata  kunci: feel experience, think experience marketing, loyalitas konsumen, kepuasan konsumen

References

Alma, buchari. 2013. Manajemen pemasaran dan manajemen jasa. Bandung: Alfabeta.

Aptri, Citra. A.B., & Devilia Sari. 2013.Pengaruh Experiantial Marketing terhadap Kepuasan Pelanggan (Studi pada Pelanggan Mugijae Resto Ciwalk Bandung) Jurusan Administrasi Bisnis Fakultas Komunikasi Bisnis. Universitas Telkom

Dimyati, Mohamad. 2013. Peranan Experiential Marketing dan Kepuasan Pasien dalam Menciptakan Loyalitas Pasien Rumah Sakit Fatimah Banyuwangi. Jurusan Manajemen Fakultas Ekonomi. Universitas Jember

Ghozali, Imam. 2016. Aplikasi Analisis Multivariete dengan program IBM SPSS 23. ISBN : 979.704.015.1. BADAN PENERBIT UNIVERSITAS DIPONEGORO

Kusumawati, Andriani. 2011. Analisis Pengaruh Experiential Marketing terhadap Kepuasan Pelanggan dan Loyalitas pelanggan (Kasus Hypermart Town Square (MATOS) Jurusan Administrasi Bisnis Fakultas Ilmu Administrasi. Universitas Brawijaya Malang

Lupiyoadi, Rambat. 2013. Manajemen Pemasaran Jasa. Jakarta: Salemba Empat

Sangadji, E. M., & Sopiah. 2013. Perilaku Konsumen. Yogyakarta: ANDI

Sujarweni, Wiratna. 2015. Metodologi Penelitian Bisnis dan Ekonomi, Yogyakarta: Pustaka Baru Press

Sugiyono. 2015. Metodelogi Penelitian Bisnis. Bandung: Alfabeta

Tjiptono, fandy. 2014. Manajemen Jasa. Yogyakarta: ANDI

Tjiptono, fandy. 2012. Service Manajemen Mewujudkan Layanan Prima. Yogyakarta: ANDI OFFSET

Wahyu, Windyta Utami. 2013. Pengaruh Experiantial Marketing dan Kepuasan Konsumen Terhadap Loyalitas Konsumen pada Produk Mobil Honda Jazz di Yogyakarta. Jurusan Manajemen Pemasaran. Universitas Muhammadiyah Yogyakarta

Downloads

Published

2017-12-27

How to Cite

Hidayati, A., & Fatimah, S. E. (2017). Feel Experience Dan Think Experience Marketing Pengaruhnya Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Inspirasi Bisnis Dan Manajemen, 1(2), 167–174. https://doi.org/10.33603/jibm.v1i2.868

Issue

Vol. 1 No. 2 (2017): DESEMBER 2017

Section

Artikel

Citation Check

License

Copyright Notice

Copyright notice:

    1. Authors grants the copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
    2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)
 
Jurnal Inspirasi Bisnis dan Manajemen is licensed under a Creative Commons Attribution 4.0 International License

Similar Articles

> >> 

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)