Analisis pengaruh experiential marketing terhadap loyalitas melalui kepuasan nasabah sebagai variabel intervening (studi pada PT BRI Syariah cabang Malang)

Fatmawati, Ratna Dian and Rahayu, Yayuk Sri (2018) Analisis pengaruh experiential marketing terhadap loyalitas melalui kepuasan nasabah sebagai variabel intervening (studi pada PT BRI Syariah cabang Malang). Presented at Seminar Nasional dan Call for Paper: Manajemen, Akuntansi dan Perbankkan 2018, 21-09-2018, Universitas Islam Negeri Maulana Malik Ibrahim Malang.

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Abstract

The purposes of this research are to know the influence of experiential marketing to customer loyalty through customer satisfaction.The research used quantitative approach with descriptive type. The sample of the research was 108 customers of BRI Syariah Malang using simple random sampling method. The data analysis used path analysis.The research resultshows that experiential marketing consist of sense, feel, act, relate influenced significant and positive to customer satisfaction, the variable of think had a significant negative influence tocustomer satisfaction. Experiential marketing consist of the variables sense, feel, act, relate influenced significant and positiveto customer loyalty, the variable of think had a significant negative influence to customer loyalty. The customer satisfaction had a positive influence to customer loyalty. Finally, experiential marketing influenced to loyalty through customer satisfaction.

Item Type: Seminar and Workshop
Keywords: Experiential marketing; Sense; Feel; Think; Act; Relate; Satisfaction; Loyalty
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions: Faculty of Economics > Department of Islamic Banking
Depositing User: Yayuk Sri Rahayu
Date Deposited: 31 Jan 2020 13:48

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