PENGARUH EXPERIENTIAL MARKETING DAN KEPERCAYAAN MEREK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN ( Studi Kasus : Pada Toko SEP IQ MOBILE DEVICE )

SUTIKNO, BUDI (2024) PENGARUH EXPERIENTIAL MARKETING DAN KEPERCAYAAN MEREK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN ( Studi Kasus : Pada Toko SEP IQ MOBILE DEVICE ). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The background of this research is how to increase customer loyalty at the SEP IQ MOBILE DEVICE store. The aim of this research is to determine and analyze the influence of experiential marketing and brand trust on customer loyalty and its impact on customer satisfaction at the SEP IQ MOBILE DEVICE store. The research method used is descriptive and verification which is used to test the hypothesis. The research population was 150 customers who came to the SEP IQ MOBILE DEVICE shop and sampling was carried out by saturated sampling or total sampling so that the existing population was used as the research sample. Hypothesis testing using structural equations (Structural Equation Modeling or SEM) with the LISREL 8.70 application program The results of the research prove that there is a positive and significant influence of experiential marketing variables and brand trust on customer satisfaction and there is a positive and significant influence of experiential marketing variables and brand trust and customer satisfaction on customer loyalty. The findings of this research explain that the dominant variable influencing customer loyalty is the customer satisfaction variable, especially the attributes related to products dimension, while the dominant variable influencing customer satisfaction is the experiential marketing variable, especially the act dimension. Keywords: experiential marketing, brand trust, customer satisfaction and customer loyalty Latar belakang penelitian ini adalah bagaimana meningkatkan loyalitas pelanggan pada toko SEP IQ MOBILE DEVICE. adapun tujuan penelitian ini adalah untuk mengetahui dan menganalisis Pengaruh Experiential Marketing Dan Kepercayaan Merek Terhadap Loyalitas Pelanggan Dan Dampaknya Terhadap Kepuasan Pelanggan pada toko SEP IQ MOBILE DEVICE Metode penelitian yang digunakan adalah deskriptif dan verifikatif yang digunakan untuk menguji hipotesis. Populasi penelitian sejumlah 150 pelanggan yang datang ke toko SEP IQ MOBILE DEVICE dan pengambilan sampel dilakukan sampling jenuh atau total sampling sehingga populasi yang ada digunakan sebagai sampel penelitian. Pengujian hipotesa dengan menggunakan persamaan structural (Struktural Equation Modelling atau SEM) dengan program aplikasi LISREL 8.70 Hasil penelitian membuktikan terdapat pengaruh positif dan signifikan variabel experiential marketing dan kepercayaan merek terhadap kepuasan pelanggan serta terdapat pengaruh positif dan signifikan variabel experiential marketing dan kepercayaan merek serta kepuasan pelanggan terhadap loyalitas pelanggan Temuan penelitian ini menjelaskan bahwa variabel yang dominan mempengaruhi loyalitas pelanggan adalah variabel kepuasan pelanggan khususnya dimensi attributes related to products sedangkan variabel yang dominan mempengaruhi kepuasan pelanggan adalah variabel experiential marketing khususnya dimensi act. Kata Kunci: experiential marketing, kepercayaan merek, kepuasan pelanggan dan loyalitas pelanggan

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