STUDI HUBUNGAN ANTARA EXPERIENTIAL MARKETING, SERVICE QUALITY, CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY STADION KANJURUHAN (STUDI PADA PERSPEKTIF SUPPORTER AREMA FC)

Njie Panji Suganda, 1011910062 (2023) STUDI HUBUNGAN ANTARA EXPERIENTIAL MARKETING, SERVICE QUALITY, CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY STADION KANJURUHAN (STUDI PADA PERSPEKTIF SUPPORTER AREMA FC). Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengkaji hubungan pengaruh antara experiential marketing, service quality, customer satisfaction, dan customer loyalty di Stadion Kanjuruhan dari perspektif supporter Arema FC. Metode SEMPLS (Structural Equation Modeling - Partial Least Squares) digunakan dalam pendekatan kuantitatif deskriptif dalam penelitian ini. Pengumpulan data menggunakan data primer, melalui penyebaran kuesioner yang dibantu dengan platform google form. Jumlah responden yang mengisi kuesioner sebanyak 109, namun setelah dilakukan seleksi berdasarkan kriteria, hanya 100 responden yang memenuhi syarat. Hasil penelitian menunjukkan bahwa experiential marketing tidak memiliki pengaruh terhadap customer satisfaction. Namun, service quality memiliki pengaruh terhadap customer satisfaction. Selanjutnya, customer satisfaction tidak memiliki pengaruh terhadap customer loyalty. Selain itu, experiential marketing juga tidak berpengaruh terhadap customer loyalty. Namun, service quality memiliki pengaruh terhadap customer loyalty.

Item Type:	Thesis (Undergraduate)
Additional Information:	Softfile/KK.23/UISI-01/MG
Uncontrolled Keywords:	Stadion Kanjuruhan, Experiential marketing, Service quality, Customer satisfaction, Customer loyalty
Contributors:	Contribution Name Email Thesis advisor MARISYA MAHDIA KHOIRINA, S.M., M.M. marisya.khoirina@uisi.ac.id
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Department of Management
Depositing User:	Njie Panji Suganda
Date Deposited:	15 Aug 2023 09:32
Last Modified:	15 Aug 2023 09:32
URI:	https://repository.uisi.ac.id/id/eprint/5116

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