Fatmawati, Ratna Dian (2018) Analisis pengaruh experiential marketing terhadap loyalitas nasabah melalui kepuasan nasabah sebagai variabel intervening: Studi pada BRI Syariah Cabang Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
|
Text (Fulltext)
16540059.pdf - Accepted Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (2MB) | Preview |
Abstract
INDONESIA:
Industri perbankan di Indonesia khususnya perbankan syariah mengalami perkembangan pesat, hal ini ditunjukan dengan berkembangnya jaringan kantor bank syariah di Indonesia. Banyaknya bank syariah yang bermunculan berdampak pada persaingan antar bank syariah semakin ketat, sehingga perusahaan dituntut untuk selalu melakukan perkembangan yang lebih baik. Seiring dengan berkembangnya dunia bisnis, pemilihan strategi pemasaran yang tepat juga harus ikut berkembang untuk mempertahankan para konsumen/nasabahnya. Salah satu konsep pemasaran yang lebih menekankan pada diferensiasi produk untuk membedakan antara produk yang dimilikinya dengan produk pesaing dikenal dengan istilah experiential marketing. Tujuan dilaksanakannya penelitian ini adalah untuk mengetahui pengaruh experiential marketing terhadap loyalitas nasabah melalui kepuasan nasabah BRIS Cabang Malang.
Penelitian ini menggunakan pendekatan kuantitatif dengan jenis deskriptif. Sampel penelitian ini adalah nasabah BRIS Cabang Malang sebanyak 108 koresponden dan melalui metode simple random sampling. Proses analisis data yang digunakan adalah analisis jalur (path analyze). Hasil dari penelitian ini menunjukan bahwa experiential marketing yang terdiri darisense, feel, act, relate berpegaruh positif signifikan pada kepuasan nasabah, sedangkan variabel think berpengaruh negatif signifikan pada kepuasan nasabah. Experiential marketing yang terdiri darivariabel sense, feel, act, relate berpegaruh positif signifikan pada loyalitas nasabah, sedangkan variabel think berpengaruh negatif signifikan pada loyalitas nasabah dan kepuasan nasabah berpengaruh positif pada loyalitas. Kemudian seluruh unsur experiential marketing berpengaruh terhadap loyalitas melalui kepuasan nasabah.
ENGLISH:
The banking industry in Indonesia is experiencing the rapid growth especially sharia banking, this shown by the development of sharia bank office network in Indonesia. The number of sharia banks that have emerged can impact on competition between sharia banks, so the company is required to always make better progress. Along with the development of the business world, the selection of appropriate marketing strategies must also grow to sustain the consumers. One of marketing concepts that emphasize on product differentiation is to distinguish between the products with competing products that are known as experiential marketing. The purposes of the research are to know the influence of experiential marketing against the customer loyalty through customer satisfaction of BRIS of Branch.
The research used quantitative approach with descriptive type. The sample of the research was BRIS of Malang customers as much as 108 customers through simple random sampling method. The process of data analysis used path analysis. The research results showed that experiential marketing consisting of sense, feel, act, relate influenced significant and positive against the customer satisfaction, the variable of think had a significant negative influence against the customer satisfaction. Experiential marketing consisting of the variables sense, feel, act, relate influenced significant and positive against the customer loyalty, the variable of think had a significant negative influence against the customer loyalty, and the customer satisfaction had a positive influence against customer loyalty. Then all the elements of experiential marketing influenced against loyalty through customer satisfaction
Item Type: | Thesis (Undergraduate) | ||||||
---|---|---|---|---|---|---|---|
Supervisor: | Rahayu, Yayuk Sri | ||||||
Contributors: |
|
||||||
Keywords: | Experiential Marketing; Sense; Feel; Think; Act; Relate; Kepuasan; Loyalitas | ||||||
Departement: | Fakultas Ekonomi > Jurusan Perbankan Syariah | ||||||
Depositing User: | Heni Kurnia Ningsih | ||||||
Date Deposited: | 24 Apr 2018 17:27 | ||||||
Last Modified: | 24 Apr 2018 17:27 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/10397 |
Downloads
Downloads per month over past year
Actions (login required)
![]() |
View Item |