PENGARUH STRATEGI PROMOSI TERHADAP LOYALITAS KONSUMEN PADA SAMSUNG EXPERIENCE STORE CABANG MALL PURI INDAH

NURFAUZI, ASEP (2023) PENGARUH STRATEGI PROMOSI TERHADAP LOYALITAS KONSUMEN PADA SAMSUNG EXPERIENCE STORE CABANG MALL PURI INDAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Smartphones are one of the rapidly evolving technologies from year to year. Samsung is collaborating with one of the mobile phone retailers in Indonesia, OkeShop, to present the new concept of Samsung Experience Store (SES). Samsung Experience Store must do its best to be able to increase customer loyalty through promotion strategy among others, advertising, sales promotion and direct marketing as factors that are considered influential. This study examines the factors that influence customer loyalty Samsung Experience Store with the variables advertising, sales promotion and direct marketing. The object of this research is customer Samsung Experience Store. This study was conducted on 132 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Modelling (SEM-PLS) with a Smart-PLS analysis tool. The results of this study show that the variables of advertising have a positive significant effect on customer loyalty, sales promotion have a positive significant effect on customer loyalty and direct marketing have a positive significant effect on customer loyalty Samsung Experience Store Puri Indah Mall Branch. Keywords: Advertising, Sales Promotion, Direct Marketing, Customer Loyalty. Smartphone merupakan salah satu teknologi yang berkembang dengan cepat dari tahun ke tahun. Samsung berkolaborasi dengan salah satu peritel ponsel di Indonesia, OkeShop, menghadirkan konsep baru Samsung Experience Store (SES). Samsung Experience Store harus berupaya sebaik mungkin untuk dapat meningkatkan loyalitas konsumen melalui strategi promosi antaranya advertising, sales promotion dan direct marketing sebagai faktor yang dianggap berpengaruh. Penelitian ini meneliti tentang faktor yang mempengaruhi loyalitas konsumen Samsung Experience Store dengan variabel advertising, sales promotion dan direct marketing. Objek penelitian ini adalah konsumen Samsung Experience Store. Penelitian ini dilakukan terhadap 132 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM-PLS) dengan alat analisis Smart-PLS. Oleh karena itu hasil penelitian ini menyatakan bahwa variabel advertising berpengaruh positif dan signifikan terhadap loyalitas konsumen, sales promotion berpengaruh positif signifikan terhadap loyalitas konsumen dan direct marketing berpengaruh positif dan signifikan terhadap loyalitas konsumen Samsung Experience Store Cabang Mall Puri Indah. Kata Kunci: Advertising, Sales Promotion, Direct Marketing, Loyalitas Konsumen

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