MENGANALISIS LOYALITAS PELANGGAN TELEPON PINTAR BUATAN TIONGKOK: APAKAH EWOM, CITRA MEREK, DAN EXPERIENTIAL MARKETING BERPENGARUH?

LARASATI, CYNTHIA AYUNINGTYAS (2019) MENGANALISIS LOYALITAS PELANGGAN TELEPON PINTAR BUATAN TIONGKOK: APAKAH EWOM, CITRA MEREK, DAN EXPERIENTIAL MARKETING BERPENGARUH? S1 thesis, Universitas Negeri Jakarta.

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Abstract

Cynthia Ayuningtyas Larasati, 2019; Analyzing Customer Loyalty of Smartphone Made in Tiongkok: Does EWOM, Brand Image, and Experiential Marketing Affect? Skripsi, Jakarta: Marketing Management Concentration, Management Study Program, Faculty of Economics, State University of Jakarta. Advisory Usep Suhud, M.Si., Ph.D & Rahmi, S.E., M.S.M. The purpose of this study are: 1) To find out whether there is a positive influence of EWOM on the brand image of smartphones made in Tiongkok 2) To find out whether there is a positive effect of EWOM on experiential marketing of smartphones made in Tiongkok 3) To find out whether there is a positive influence of brand image on smartphone customer loyalty made in Tiongkok 4) To find out whether there is a positive influence of experiential marketing on customer loyalty of smartphones made in Tiongkok. The sample of this study is people who have or are using a smartphone made in Tiongkok for three consecutive purchases / usage. The sampling technique used was purposive sampling with a total sample of 200 respondents. This study uses a questionnaire that was distributed directly and online. Analysis of the data of this study uses SPSS and AMOS. The results of hypothesis testing show that EWOM, brand image, and experiential marketing have an influence on customer loyalty. The EWOM variable on brand image has a critical ratio (C.R) value of 6.861. The EWOM variable on experiential marketing has a critical ratio (C.R) value of 6.148. In the brand image variable on customer loyalty has a critical ratio (C.R) of 4.763. The experiential marketing variable on customer loyalty has a critical ratio (C.R) value of 3.361. Hypothesis testing shows that all critical ratios are above 2,000, so the results of the study indicate that all hypotheses are acceptable. Keywords: EWOM, brand image, experiential marketing, customer loyalty

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