ANALISIS PENGARUH PROMOTION MIX, EXPERIENTAL MARKETING TERHADAP REPURCHASE INTENTION DAN IMPLIKASINYA TERHADAP WILLINGNESS TO RECOMMENDATION (Kajian pada Konsumen Lazada Indonesia)

MAHARANI, FITRIAH (2018) ANALISIS PENGARUH PROMOTION MIX, EXPERIENTAL MARKETING TERHADAP REPURCHASE INTENTION DAN IMPLIKASINYA TERHADAP WILLINGNESS TO RECOMMENDATION (Kajian pada Konsumen Lazada Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to understand the variables that affect the willingness to recommendation of repurchase intention at Lazada Indonesia. Data used are primary data using questioner, data analysis using Structural Positive and Equation Model (SEM) using Partial Least Square (smartPLS 3.0). The object of this research is employees and employees who work in the area of Jalan Jendral Sudirman, Central Jakarta who have made purchases at Lazada Indonesia. Instruments in this study used questionnaires for 125 respondents through purposive sampling. The result of this research shows that there are positive and significant influence between promotion mix to repurchase intention and willingness to recommendation, experiental marketing to repurchase intention, and repurchase intention toward willingness to recommendation, while experiental marketing has positive but insignificant effect on willingness to reccomendation. Repurchase intention is a mediation between promotion mix and experiental marketing towards willingness to recommendation. Keywords : promotion mix, experiental marketing, repurchase intenton, willingness to recommendation, e-commerce. Tujuan dari penelitian ini adalah untuk memahami variabel yang mempengaruhi kesediaan untuk rekomendasi serta untuk melakukan pembelian ulang pada Lazada Indonesia. Data yang digunkan adalah data primer dengan menggunakan kuesioner, analisa data menggunakan Structural positif dan Equation Model (SEM) dengan menggunakan Partial Least Square (smartPLS 3.0). Objek penelitian ini adalah karyawan dan karyawati yang bekerja di daerah Jalan Jendral Sudirman, Jakarta Pusat yang pernah melakukan pembelanjaan di Lazada Indonesia. Instrumen dalam penelitian ini menggunakan kuesioner untuk 125 responden melalui purposive sampling. Hasil dari penelitian menunjukan bahwa terdapat pengaruh positif dan signifikan antara promotion mix terhadap repurchase intention dan willingness to recommendation, experiental marketing tehadap repurchase intention, dan repurchase intention terhadap willingness to recommendation, sedangkan experiental marketing berpengaruh positif namun tidak signifikan terhadap willingness to reccomendation. Repurchase intention merupakan mediasi antara promotion mix dan experiental marketing terhadap willingness to recommendation. Keywords : bauran pemasaran, experiental marketing, pembelian ulang, keinginan untuk merekomendasikan, e-commerce.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 473
NIM: 4311512016
Uncontrolled Keywords: bauran pemasaran, experiental marketing, pembelian ulang, keinginan untuk merekomendasikan, e-commerce.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 19 Dec 2018 07:26
Last Modified: 09 Jan 2019 06:44
URI: http://repository.mercubuana.ac.id/id/eprint/46200

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