Ufairy, Mohammad Miqdad (2022) Pengaruh experiential marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening pada pelanggan Tokopedia: Studi pada kasus mahasiswa Universitas Islam Negeri Maulana Malik Ibrahim Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
INDONESIA:
Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening bagi pelanggan Tokopedia. Pendekatan penelitian ini menggunakan pendekatan kuantitatif. Metode pengambilan sampel adalah purposive sampling. Sampel sebanyak 106.
Hasil penelitian (1) Sense (X1) dan Relate (X5) mendapatkan hasil tidak berpengaruh dan tidak signifikan terhadap loyalitas pelanggan (Y). Feel (X2) mendapatkan hasil berpengaruh dan tidak signifikan terhadap loyalitas pelanggan (Y). Sedangkan Think (X3) dan Act (X4) mendapatkan hasil yang signifikan dan berpengaruh Loyalitas Pelanggan (Y). (2) Kepuasan Pelanggan (Z) diterima dan signifikan terhadap Loyalitas pelanggan (Y). (3) Sense (X1) dan Think (X3) mendapatkan hasil tidak diterima dan tidak signifikan terhadap Kepuasan Pelanggan (Z). Sedangkan Feel (X2) dan Relate (X5) mendapatkan hasil diterima dan signifikan terhadap Kepuasan Pelanggan. Dan Act (X4) mendapatkan hasil diterima dan tidak signifikan terhadap Kepuasan Pelanggan. (4) Sense (X1), Feel (X2), Think (X3), Act (X4), Relate (X5) terhadap variabel terikat loyalitas pelanggan (Y) melalui kepuasan pelanggan (Z) sebagai variabel intervening diterima dan signifikan mahasiswa pelanggan marketplace Tokopedia di Universitas Maulana Malik Ibrahim Malang.
ENGLISH:
This study aims to determine the effect of experiential marketing on customer loyalty through customer satisfaction as an intervening variable for Tokopedia customers. This research approach uses a quantitative approach. The sampling method is purposive sampling. The sample is 106.
The results of the study (1) Sense (X1) and Relate (X5) found that the results had no effect and were not significant on customer loyalty (Y). Feel (X2) has an effect and is not significant on customer loyalty (Y). While Think (X3) and Act (X4) get significant results and have an effect on Customer Loyalty (Y). (2) Customer Satisfaction (Z) is accepted and significant to Customer Loyalty (Y). (3) Sense (X1) and Think (X3) get results that are not accepted and are not significant to Customer Satisfaction (Z). While Feel (X2) and Relate (X5) get accepted and significant results on Customer Satisfaction. And Act (X4) get the results accepted and not significant to Customer Satisfaction. (4) Sense (X1), Feel (X2), Think (X3), Act (X4), Relate (X5) to the dependent variable of customer loyalty (Y) through customer satisfaction (Z) as an accepted and significant intervening variable for student marketplace customers Tokopedia at Maulana Malik Ibrahim University, Malang.
ARABIC:
وجدت نتائج الدراسة (1) Sense (X1) و Relate (X5) أن النتائج ليس لها تأثير ولم تكن مهمة على ولاء العملاء (Y). الشعور (X2) له تأثير وليس مهمًا على ولاء العملاء (ص). بينما تحصل Think (X3) و Act (X4) على نتائج مهمة ولها تأثير على ولاء العملاء (Y). (2) إرضاء العميل (ع) مقبول ومهم بالنسبة إلى ولاء العملاء (ص). (3) Sense (X1) و Think (X3) يحصلان على نتائج غير مقبولة وليست مهمة لرضا العملاء (Z). بينما تحصل Feel (X2) و Relate (X5) على نتائج مقبولة ومهمة على رضا العملاء. والتصرف (X4) تحصل على نتائج مقبولة وليست مهمة لرضا العميل. (4) الشعور (X1) ، الشعور (X2) ، التفكير (X3) ، العمل (X4) ، ربط (X5) بالمتغير التابع لولاء العميل (Y) من خلال إرضاء العميل (Z) كمتغير متداخل مقبول وهام لعملاء سوق الطلاب Tokopedia في جامعة مولانا مالك إبراهيم ، مالانج.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Farida, Lailatul | ||||||
Contributors: |
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Keywords: | Loyalitas Pelanggan; Experiential Marketing; Kepuasan Pelanggan; Customer Loyalty; Experiential Marketing; Customer Satisfaction الكلمات الرئيسية: ولاء العملاء ، والتسويق التجريبي ، ورضا العملاء | ||||||
Subjects: | 14 ECONOMICS > 1402 Applied Economics > 140206 Experimental Economics | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Depositing User: | Mohammad Miqdad Ufairy | ||||||
Date Deposited: | 18 Jul 2022 11:38 | ||||||
Last Modified: | 18 Jul 2022 11:38 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/38903 |
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