PENGARUH EXPERIENTIAL MARKETING DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Suatu Survey pada pengguna sepeda motor Yamaha Mio di Kota Serang)

HASAN, RAFLY IBNU (2022) PENGARUH EXPERIENTIAL MARKETING DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Suatu Survey pada pengguna sepeda motor Yamaha Mio di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the effect of Experiential Marketing and Brand Image on Customer Loyalty with Purchase Intention as an intervening variable on Yamaha Mio motorcycle users in Serang City. The sampling technique used non-probability sampling method with purposive sampling technique. The population used in this study were Yamaha Mio motorcycle users in Serang City. Samples were taken as many as 108 respondents. Using the Smart PLS 3.0 application to test the Outer Model and Inner Model analysis. The results of the study indicate that Purchase Interest is able to mediate the effect of Experiential Marketing and Brand Image has an effect on Customer Loyalty.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	TAUFIK, H.E.R	196412122000121001

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh Experiential Marketing dan Citra Merek terhadap Loyalitas Pelanggan dengan Minat Beli sebagai variabel intervening pada pengguna Sepeda motor Yamaha Mio di Kota Serang. Teknik pengambilan sampel menggunakan metode non probability sampling dengan teknik purposive sampling. Populasi yang digunakan dalam penelitian ini adalah pengguna sepeda motor Yamaha Mio di Kota Serang. Sampel yang diambil sebanyak 108 responden. Menggunakan aplikasi Smart PLS 3.0 untuk melakukan uji analisis Outer Model dan Inner Model. Hasil penelitian menunjukkan bahwa Minat Beli mampu memediasi pengaruh Experiential Marketing dan Citra merek berpengaruh terhadap Loyalitas Pelanggan.

Subjects:

H Social Sciences > HB Economic Theory

Divisions:

05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Rafly ibnu hasan

Date Deposited:

14 Feb 2023 16:40

Last Modified:

14 Feb 2023 16:40

URI:

http://eprints.untirta.ac.id/id/eprint/16457

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