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
Call Number: SE/31/18/120
NIM/NIDN Creators: 43115120161
Uncontrolled Keywords: bauran pemasaran, experiental marketing, pembelian ulang, keinginan untuk merekomendasikan, e-commerce
Subjects: 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 640.1-640.9 Standard Subdivisions of Home Economic and Family Living/Subdivisi Standar Dari Kesejahteraan Rumah Tangga dan Kehidupan Keluarga > 640.7 Purchasing Guides/Panduan Belanja, Daftar Belanja Rumah Tangga
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 11 Nov 2021 12:35
Last Modified: 29 Feb 2024 03:39
URI: http://repository.mercubuana.ac.id/id/eprint/50161

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