Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan

  • Indah Triwahyuni STIE PGRI Dewantara Jombang
  • Siti Zuhroh STIE PGRI Dewantara Jombang
https://doi.org/10.26533/jmd.v3i2.598
Abstract views: 1307 , PDF (Bahasa Indonesia) downloads: 1108

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan terhadap pelanggan Emery cafe dan bistro Jombang. Populassi pada penelitian ini adalah pelanggan Emery cafe dan bistro Jombang dengan sampel yang diambil sebanyak 100 orang. Data primer diperoleh melalui angket yang diukur menggukan skala Bipolar. Analisis data yang digunakan dengan menggunakan metode analisis deskriptif dengan bantuan WarpPLS 05. Hasil penelitian menunjukkan bahwa 1) experiential marketing berpengaruh signifikan terhadap loyalitas pelanggan; 2) experiential marketing berpengaruh signifikan terhadap terhadap kepuasan pelanggan; 3) kepuasan pelanggan berpengaruh signifikan terhadap terhadap loyalitas pelanggan; 4) experiential marketing berpengaruh signifikan terhadap terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan, terhadap pelanggan Emery cafe dan bistro Jombang.

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Published
2020-12-03
How to Cite
Triwahyuni, I., & Zuhroh, S. (2020). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan. JMD : Jurnal Riset Manajemen & Bisnis Dewantara, 3(2), 93 - 100. https://doi.org/10.26533/jmd.v3i2.598
Issue
Vol. 3 No. 2 (2020): Juli (2020) - Desember (2020)
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Section

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