RAHMAN, IRFANDI (2022) PENGARUH KUALITAS PELAYANAN DAN EXPERIENTIAL MARKETING TERHADAP MINAT PEMBELIAN ULANG DENGAN KEPERCAYAAN PELANGGAN SEBAGAI VARIABEL INTERVENING. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of service quality (X1) and experiential marketing (X2) on repeat purchases (Y) mediated by customer trust (Y) on McDonald's customers. The method used in this research is quantitative research with associative approach. The population in this study are McDonald's customers. The sample of this research is McDonald's customers at Sultan Ageng Tiryatasa University who have been McDonald's customers in the city of Serang using the snowball sampling method. The data analysis technique used in this study is Structural Equation Modeling (SEM) using the student version of the SmartPLS 3.3 analysis tool. The results of the study show that: (1) service quality has a positive and significant effect on repeat purchases intention. (2) service quality has no positive and no significant effect on customer trust. (3) experiential marketing has positive and positive significant effect on repeat purchases intention. (4) experiential marketing has a positive and significant effect on customer trust (5) customer trust has a positive and significant effect on repeat purchases intention. (6) service quality has a positive and no significant effect on repeat purchases inention mediated by customer trust. (7) experiential marketing has a positive and significant effect on repeat purchases intetion mediated by customer trust. Keywords: Quality of service, Experiential marketing, customer trust and repeat purchases intention
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan (X1) dan experiential marketing (X2) terhadap mint pembelian ulang (Y) dengan dimediasi oleh kepercayaan pelanggan (Y) pada pelanggan Mc Donald’s. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan asosiatif. Populasi dalam penelitian ini adalah pelanggan Mc Donald’s. Sampel penelitian ini pelanggan Mc Donald’s di Universitas sultan ageng tiryatasa yang pernah menjadi pelanggan Mc Donald’s dikota Serang dengan menngunakan metoder snowball sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 3. Hasil penelitian menunjukkan bahwa : (1) kualitas pelayanan berpengaruh positif dan signfikan terhadap minat pembelian ulang. (2) kualitas pelayanan tidak berpengaruh positif dan tidak signifikan terhadap kepercayaan pelanggan. (3) experiential marketing berpengaruh positif dan signifikan terhadap minat pembelian ulang. (4) experienital marketing berpengaruh positif dan signifikan terhadap kepercayaan pelanggan (5) kepercayaan pelanggan berpengaruh positif dan signifikan terhadap minat pembelian ulang . (6) kualitas pelayanan berpengaruh positif tidak signfikan terhadap minat pembelian ulang dengan dimediasi oleh kepercayaan pelanggan. (7) experiential marketing berpengaruh positif dan signfikan terhadap minat pembelian ulang dengan dimediasi oleh kepercayaan pelanggan. Kata Kunci : Kualitas pelayanan, Experiential marketing , kepercayaan pelanggan dan pembelian ulang | ||||||
| Subjects: | H Social Sciences > HC Economic History and Conditions | ||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mr Irfandi Rahman | ||||||
| Date Deposited: | 27 Dec 2022 10:17 | ||||||
| Last Modified: | 27 Dec 2022 10:17 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/19071 |
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