PRASTIA, DIMAS (2017) PENGARUH EXPERIENTIAL MARKETING DAN BRAND IMAGE TERHADAP BRAND LOYALITY PELANGGAN GARUDA INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Cover)
1.COVER DIMAS PRASTIA.pdf Download (623kB) | Preview |
|
|
Text (Abstrak)
2. ABSTRACT DIMAS PRASTIA.pdf Download (42kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
3.BAB I DIMAS PRASTIA.pdf Restricted to Registered users only Download (94kB) |
|
|
Text (Bab 2)
4.BAB II DIMAS PRASTIA.pdf Restricted to Registered users only Download (31kB) |
|
|
Text (Bab 3)
5.BAB III DIMAS PRASTIA.pdf Restricted to Registered users only Download (173kB) |
|
|
Text (Bab 4)
6.BAB IV DIMAS PRASTIA.pdf Restricted to Registered users only Download (128kB) |
|
|
Text (Bab 5)
7.BAB V DIMAS PRASTIA.pdf Restricted to Registered users only Download (193kB) |
|
|
Text (Bab 6)
8.BAB VI DIMAS PRASTIA.pdf Restricted to Registered users only Download (29kB) |
|
|
Text (Daftar Pustaka)
9.DAFTARA PUSTAKA.pdf Restricted to Registered users only Download (9MB) |
|
|
Text (Jurnal)
10.JURNAL DIMAS PRASTIA.pdf Restricted to Registered users only Download (296kB) |
Abstract
This research aims to analyze the impact of Experiential Marketing and Brand Image on Brand Loyality. Target respondents are the customers of Garuda Indonesia. This research is quantitative in nature. Both primary and secondary data were obtained. Secondary data were obtained from various sources such as journals, books and other related publications. Primary data were obtained by distributing questionnaire to the target respondents. Using a purposive sampling technique, a total sample of 96 respondent was obtained. Using a multiple regression analysis, it was found that experiential marketing and brand image had a significant and positive effect on brand loyalty both partially and simultaneously. Experiential marketing was found dominant. It is suggested that the company should pay attention to the comfort factor and not feel bored in the flight, one of them is giving inflight entertainment. In addition it should this airline increase the number of flight schedules because it will be very important role in the customer's brand loyality. Also do not forget the typical Indonesian hospitality from cabin crew to improve the quality of service and customer trust so it can be used as brand loyality.In adition, further research better more in depth and detail by increasing the number of respondents more, the use of more detailed questionnaires, need to have price indicators on each dimension so as to provide a broader overview of the variables studied with the influence of experiantial marketing, brand image Against brand loyality customer. Added also factor not covered in this research, hence there need to be refinement of research that will come either add variable and instrument in research. Keywords: Brand Loyality of Garuda Indonesia Customers, Experiential Marketing, Brand Image. Penelitian ini bertujuan untuk menganalisis dampak dari Experiential Marketing dan Brand Image terhadap Brand Loyality. Target responden adalah pelanggan Garuda indonesia. Penelitian ini bersifat kuantitatif. Data primer dan data sekunder diperoleh. Data sekunder diperoleh dari berbagai sumber seperti jurnal, buku dan publikasi terkait lainnya. Data primer diperoleh dengan menyebarkan kuesioner kepada responden sasaran. Dengan menggunakan teknik purposive sampling, diperoleh sampel sebanyak 96 responden. Dengan menggunakan analisis regresi berganda, ditemukan bahwa pemasaran pengalaman dan citra merek berpengaruh positif dan signifikan terhadap loyalitas merek baik secara parsial maupun simultan. Experiential marketing ternyata dominan. Disarankan agar perusahaan seharusnya lebih memperhatikan faktor kenyamanan dan tidak merasa bosan di dalam penerbangan, salah satunya adalah memberikan inflight entertainment. selain itu sebaiknya airlines ini menambah jumlah jadwal penerbangannya karena hal itu akan sangat berperan di dalam brand loyality pelanggan. Juga jangan lupakan keramahtamahanan khas indonesia dari cabin crew untuk peningkatan kualitas layanan dan kepercayaan pelanggan sehingga dapat dijadikan brand loyality. Tambahan, untuk penelitian ke depannya sebaiknya melakukan penelitian dengan lebih dalam dan detail dengan cara menambah jumlah responden yang lebih banyak, penggunaan kuesioner yang lebih terperinci, perlu ada penambahan indikator pada masing-masing dimensi sehingga dapat memberikan gambaran lebih luas berkenaan dengan variabel yang diteliti sehubungan dengan pengaruh experiantial marketing, brand image terhadap brand loyality pelanggan. ditambahkan juga faktor yang tidak tercakup pada penelitian ini, maka perlu ada penyempurnaan atas penelitian yang akan datang baik menambah variabel maupun instrument dalam penelitian. Kata kunci: Brand Loyality of Garuda Indonesia Customers, Experiential Marketing, Brand Image.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-17-140 |
| NIM/NIDN Creators: | 55112110230 |
| Uncontrolled Keywords: | Brand Loyality of Garuda Indonesia Customers, Experiential Marketing, Brand Image. MPS, MANAJEMEN PEMASARAN |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | RIA SYAFITRI |
| Date Deposited: | 23 Jul 2022 02:53 |
| Last Modified: | 23 Jul 2022 02:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/65934 |
Actions (login required)
 |
View Item |
