PENGARUH EXPERIENTIAL MARKETING, CUSTOMER DELIGHT, DAN KEPERCAYAAN PELANGGAN TERHADAP NIAT PERILAKU PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Bengkel Resmi Yamaha PT. Roda Sakti Surya Megah)

Anggun Puspita, Chandra Kartika
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Abstract

The purpose of this study is to test experiential marketing, customer delight, and customer trust in customer behavior intentions through customer satisfaction. The subjects of this research are Yamaha customers of PT. Roda Sakti Surya Megah as many as 100 people. Sampling in this study using accidental sampling. Data analysis technique used in this study is path analysis. Based on the analysis results, the coefficient of determination show by Adjusted R Square= 0.453 ;. This value indicates that there are any relations between experiential marketing, customer delight and customer confidence in customer satisfaction. Furthermore, based on the research results obtained also obtained the coefficient of determination between the variables experiential marketing, customer delight, and customer trust in customer behavior intentions through customer satisfaction as big as Adjusted R Square = 0.462. This value shows that there is a significant influence between experiential marketing, customer delight, marketers' trust in customer behavior intentions through customer satisfaction. Keywords: experiential marketing, customer delight, customer trust, and customer behavioral intentions.
经验营销、客户高兴和客户信心客户行为意图的影响,通过客户满意度
本研究的目的是通过顾客满意来检验体验营销、顾客满意和顾客信任对顾客行为意图的影响。本次研究的对象是PT. Roda Sakti Surya Megah的雅马哈客户多达100人。本研究采用随机抽样。本研究使用的数据分析技术为路径分析。根据分析结果,确定系数经调整后的R方= 0.453;该值表明体验营销、顾客满意和顾客信心之间存在某种关系。进一步,根据所得的研究结果,还通过顾客满意得到了体验营销、顾客满意、顾客信任这三个变量对顾客行为意图的决定系数大,调整后R方= 0.462。该值表明体验营销、顾客满意、营销人员通过顾客满意对顾客行为意图的信任之间存在显著影响。关键词:体验营销、顾客满意、顾客信任、顾客行为意向
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