Pratiwi, Desi Eka (2015) Pengaruh Experiental Marketing terhadap loyalitas pelanggan pada rumah makan Sate Hotplet di Batu-Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
ABSTRAK
Persaingan bidang usaha yang terjadi di era globalisasi adalah salah satu alasan utama terciptanya ragam produk, ragam fasilitas dan pelayanan yang disuguhkan para pengusaha bisnis kepada konsumen. Salah satu hal utama yang harus dilakukan untuk meraih keunggulan bersaing tersebut adalah dengan Fokus terhadap konsumen. Fokus terhadap konsumen dapat dilakukan dengan melihat dan mengamati pengalaman pemasaran atau experience marketing yang dirasakan sehingga menimbulkan nilai positif dibenak konsumen dan membangkitkan nilai loyalitas konsumen. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh experiental marketing terhadap loyalitas pelanggan. Dari latar belakang itulah sehingga pelitian ini dilakukan dengan judul “Pengaruh Experiental Marketing Terhadap Loyalitas Pelanggan Pada Rumah Makan Sate Hotplet Di Batu- Malang”.
Jenis metode yang digunakan adalah metode deskriptif. Teknik penarikan sampel menggunakan judgement sampling dengan jumlah sampel 105 responden. Jumlah variable bebas sebanyak 4 variabel, yaitu fisikal, intelektual, emosional, dan spiritual. Sedangkan variable terikatnya adalah Loyalitas Pelanggan. Pengujian instrument menggunakan uji validitas dan reliabilitas. Metode analisis data menggunakan uji regresi linier. Sedangkan untuk uji asumsi menggunakan uji normalitas, multikolinieritas, heteroskedastisitas, dan autokorelasi.
Hasil penelitian menunjukkan bahwa secara simultan variable bebas berpengaruh signifikan terhadap loyalitas pelanggan pada Rumah Makan Sate Hotplet Di Batu-Malang dengan nilai F hitung > F sebesar 3,397>2,37. Secara parsial, variabel yang berpengaruh signifikan adalah intelektual, emosional dan spiritual. Sedangkan variabel yang tidak berpengaruh signifikan adalah fisikal. Variabel yang berpengaruh dominan adalah variable intelektual dengan nilai t tabel hitung <t 0,024<0,05.
ABSTRACT
Business Competition that occurred in globalization era is one of the main reasons the creation of a variety of products, range of facilities and services that are served by business entrepreneurs to the consumer. One of the main things that must be done to achieve the competitive advantage is to focus on consumers. Focus on consumers can be done by looking and observing the marketing experience perceived that causes a positive value in the minds of consumers and raises the value of consumer’s loyalty. The purpose of this study was to determine the Marketing Experiential Influence toward Customer Loyalty. It became background that this research was conducted under the title “Marketing Experiential Influence toward Customer Loyalty of Sate Hotplet restaurant Batu-Malang ".
The type of method used was descriptive method. Sampling technique used judgment sampling with a sample of 105 respondents. The number of independent variables was as much as 4 variables, namely the physical, intellectual, emotional, and spiritual. The dependent variable was the Customer Loyalty. Instrument Tests used the validity and reliability. Data analysis Methods used linear regression. As for the assumption test used normality test, multicollinearitas, heteroscedastisitas, and autocorrelation.
The results showed that simultaneous of independent variables was significantly influence toward customer loyalty at Sate Hotplet RestaurantBatu-Malang with F count> F table at 3.397> 2.37. Partially, the variables that significantly influence were intellectual, emotional and spiritual. While the variable that had no significant effect was physical. Variable that influence dominant was intellectual variable with a value of t count <t table 0,024 <0,05
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Al Idrus, Salim | ||||||
Contributors: |
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Keywords: | Pengaruh; Experiental Marketing; Loyalitas Pelanggan; Effect; Experiential Marketing; Customer Loyalty | ||||||
Subjects: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Depositing User: | Heni Kurnia Ningsih | ||||||
Date Deposited: | 07 Sep 2015 15:41 | ||||||
Last Modified: | 24 Mar 2023 09:52 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/1570 |
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