Pengaruh Experiential Marketing dalam Membangun Experiential Value dan Relationship Quality yang Berdampak bagi Loyalty (Studi pada Konsumen Happiness Kitchen And Coffee, Ciganjur -- Jakarta Tahun 2018)
DOI:
https://doi.org/10.36451/jisip.v16i2.548Keywords:
Experiential Marketing, Experiential Value, Relationship Quality, LoyaltyAbstract
Penelitian ini membahas tentang Pengaruh Experiential Marketing dalam membangun Experiential Value dan Relationship Quality yang berdampak bagi Loyalty. Tujuan Penelitian ini adalah untuk mengetahui pengaruh Experiential Marketing terhadap Expetiential value, Experiential Market- ing Terhadap Relationship Quality, Experiential Value terhadap Loyalty, dan Relationship quality terhadap Loyalty. Metode Penelitian menggunakan Metode Survey, jenis penelitian ini yaitu Kuan- titatif, dengan Metode Analisis Data Structural Equation Modeling (SEM). Hasil Penelitiannya yaitu Experiential Marketing berpengaruh positif sebesar 0,96 terhadap terbentuknya Experiential Value, Experiential Marketing berpengaruh positif sebesar 0,99 terhadap terbentuknya Relation- ship Quality, Experiential Value berpengaruh positif sebesar 0,33 terhadap terbentuknya Loyalty, Relationship Quality berpengaruh positif sebesar 0,64 terhadap terbentuknya Loyalty. Kesimpulan Penelitian ini dapat memberikan informasi kepada Happiness Kitchen and Coffee, Ciganjur-Jakarta untuk dapat meningkatkan Experiential Marketing yang akan mempengaruhi peningkatan Experi- ential Value dan Relationship Quality sehingga konsumen Loyal dan memberikan penilaian yang positif kepada Happiness Kitchen and Coffee, Ciganjur – Jakarta Tahun 2018.References
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Copyright (c) 2019 Ayu Khadijah, Linda Rahmah, Renjana Renjana
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