PENGARUH EXPERIENTIAL MARKETING DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN IKEA ALAM SUTERA

Silvia, Nanda (2017) PENGARUH EXPERIENTIAL MARKETING DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN IKEA ALAM SUTERA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Nanda Silvia, 2017; The Influence Of Experiential Marketing and Customer Satisfaction to Customer Loyalty at IKEA Alam Sutera . Skripsi: Jakarta, Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. This research purpose are: 1) To know if the experiential marketing have influence to IKEA’s Alam Sutra customers satisfaction 2) To know if IKEA’s customer satisfaction have influence the customers loyalty 3) To know if the experiential marketing have influence to IKEA’s customers loyalty 4) To know if the experiential marketing have influence to IKEA’s customers loyalty that mediated by customers satisfaction. The sample of this research are 200 IKEA’s customers who have visited IKEA’s store and shop minimum two times. Research data retrieval by survey method with questionnaires and the data processed with SPSS version 22. This research using conclusive research design method, the result shown that directly experiential marketing has significant effect to customer satisfaction, customer satisfaction has significant effects to customer loyalty, and experiential marketing has significant effects for customer loyalty with significancy result <0.05 which is 0.000 whereas Undirectly effects between experiential marketing and customer loyalty mediated by customer satisfaction examined by sobel test has shown 0,45 undirect effect with 0.000 significancy Keywords : Experiential Marketing, Customer Satisfaction, Customer Loyalty

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Setyo Ferry Wibowo, S.E., M.Si Pembimbing II: Dra. Basrah Saidani, M.Si
Subjects: Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Bisnis (Business)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Roni Faslah
Date Deposited: 07 Jan 2018 17:20
Last Modified: 07 Jan 2018 17:20
URI: http://repository.fe.unj.ac.id/id/eprint/2355

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