经验市场包含与“年”牧羊犬可变干预开发目的相关的开发的忠诚度

W. Amrullah
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引用次数: 6

摘要

本研究旨在分析由感觉、感觉、思考、行为和关系、客户满意度、客户忠诚度组成的体验式营销,并通过将客户满意度作为干预变量来分析体验式营销对客户忠诚度的影响。采用有针对性的抽样技术,使用样本100名受访者的问卷数据。本研究采用调查法进行描述性定量研究。使用的测试工具包括有效性和可靠性测试。使用的分析数据方法是一系列的量表、路径分析和假设检验。体验营销的计算结果包括感觉、感觉、思考、行为和相关的尺度范围,通常被归类为良好。基于顾客满意度和顾客忠诚度计算结果的量表范围一般被归类为高。这些结果表明,间接效应大于直接效应,这证明了顾客满意度中介或中介体验营销对顾客忠诚的影响。这表明体验营销通过顾客满意度对顾客忠诚有显著影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING DI SENGKALING KULINER “SEKUL” MALANG
The research is to analyze experiential marketing consisting of sense, feel, think, act, and relate, customer satisfaction, customer loyalty and to analyze impact of experiential marketing on customer loyalty through customer satisfaction as an intervening variable at Sengkaling Kuliner “SeKul” Malang. Use data from quetionnaires of the sample 100 respondents with purposive sampling technic. This research is descriptive quantitative study with survey method. Test instrument used include the validity and reliability test. Analysis data method used is a range of scale, path analysis, and hypothesis testing. The result of the calculation of experiential marketing consisting of sense, feel, think, act, and relate scale range is gene1rally categorized as good. Customer satisfaction and customer loyalty based on the result of the calculation of the scale range is generally categorized as high. These result indicate that the effect of indirectly greater than the direct effect of this proves that customer satisfaction to intercede or mediate the effect of experiential marketing to customer loyalty. This indicates that the experiential marketing significant effect on the customer loyalty through customer satisfaction.
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