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PENGARUH EMOTION MARKETING DAN EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN SUPER INDO SINGOSARI

Trisnowati, Winda (2015) PENGARUH EMOTION MARKETING DAN EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN SUPER INDO SINGOSARI. Other thesis, University of Muhammadiyah Malang.

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Abstract

Super Indo Singosari established in 2011 which is the first store in the city of Malang and 76th outlets of Super Indo. In Super Indo, customers are not only presented with the concept of regular shopping, but Super Indo shopping solution offers customers with more fresesth, efficientest and closest. The purpose of this research was to analyze the influence of variables were on emotion marketing and experiential marketing to customer loyalty of Super Indo Singosari. In this research, data were collected through questionnaired to 120 respondents of Super Indo Singosari by using purposive (judgmental) sampling. Then conducted an analysis of data obtained through the test instrument, used validity test and reliability test. The data analysis technique used is multiple linear regression analysis. Furthermore, the test instrument using F test and t test. Hypothesis testing used t-test showed that the new factors were emotion marketing (X1) and experiential marketing (X2) shown to significant effect to the customer loyalty (Y). Then through the F test could be seen that the emotion marketing (X1) and experiential marketing (X2) significant simultaneous on customer loyalty.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 07 Mar 2016 06:53
Last Modified: 07 Mar 2016 06:53
URI : http://eprints.umm.ac.id/id/eprint/20485

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