HUBUNGAN ANTARA EXPERIENTIAL MARKETING DENGAN LOYALITAS PELANGGAN CONVENIENCE STORE 7-ELEVEN BALAI PUSTAKA RAWAMANGUN PADA MAHASISWA PENDIDIKAN TATA NIAGA UNIVERSITAS NEGERI JAKARTA DI JAKARTA

Noverina, Citra (2015) HUBUNGAN ANTARA EXPERIENTIAL MARKETING DENGAN LOYALITAS PELANGGAN CONVENIENCE STORE 7-ELEVEN BALAI PUSTAKA RAWAMANGUN PADA MAHASISWA PENDIDIKAN TATA NIAGA UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

CITRA NOVERINA. The Correlation between Experiential Marketing with Customer Loyalty Convenience Store 7-Eleven Balai Pustaka Rawamangun On Commerce Education Student Faculty of Economics UNJ in Jakarta. Thesis, Jakarta. Study Program of Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, June 2015. The purpose of this research is to obtain valid and reliability datas or facts about the possibility correlation between experiential marketing with customer loyalty 7-eleven Balai Pustaka Rawamangun On Commerce education Student Faculty of Economics UNJ in Jakarta. The research used survey method with the correlational approach. The research was conducted for four months from March 2015 until June 2015. The population in this study was student Commerce Education State University of Jakarta. Student population is inaccessibility Commerce Education class of 2011-2014 were never more than two times the purchase of products convenience store 7Eleven totaling 114 people. According to statistical computation, the regression equation is Ŷ = 34,326 + 0,539X. Test requirements analysis of the normality test error of estimated regression of Y on X (Y – Ŷ) to produce Lcount liliefors test = 0,048, while the Ltable for n = 84 at 0,05 significant level is 0,112. Because the Lcount < Ltable then an error of estimated regression of Y on X (Y – Ŷ) is normally distributed. Testing linearity of regression produces Fcount < Ftable is Fcount = 0,19 < Ftable = 1,69, so it was concluded that the linear equation regression. From test significance regression produces Fcount > Ftable, which is Fcount = 45,46 > Ftable = 3,96, meaning that the regression equation is significant. Product Moment correlation coefficient of Pearson generating rxy = 0,597. Thereafter performed the test significance correlation coefficient using the t-test and the resulting tcount > ttable, which is tcount = 6,74 > ttable = 1,68. It can be concluded that correlation coefficient is significant. The coefficient of determination obtained for 35,67% which shows that 35,67% of the variation of customer loyalty intention is determined by the product experiential marketing. The result of this research has proved the existence of a positive and significant correlation between experiential marketing with customer loyalty convenience store 7-Eleven on commerce education student faculty of economics UNJ in Jakarta.

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