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PENGARUH EXPERIENTIAL MARKETING TERHADAP REVISIT INTENTION MELALUI CUSTOMER SATISFACTION PADA WAROENG DE'U DI NGANJUK

Al-Baroroh, Hanifatur Rosyidah (2019) PENGARUH EXPERIENTIAL MARKETING TERHADAP REVISIT INTENTION MELALUI CUSTOMER SATISFACTION PADA WAROENG DE'U DI NGANJUK. Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine the effect of customer satisfaction in the relationship between experiential marketing and revisit intention. This type of research is quantitative research and sampling techniques using convenience sampling. A questionnaire was conducted on 126 customer of Waroeng De'U consumers in Nganjuk. This research concentrates on direct and indirect functions. The analysis tools used are classical assumptions, path analysis, and sobel tests. The results of classical assumptions show that all variables consisting of experiential marketing, customer satisfaction and revisit intention are in the normal line and have similarty variance. This study also found that customer satisfaction has been proven to mediate the relationship between experiential marketing and revisit intention. The results of the study show that experiential marketing has a stronger influence on the indirect effects of customer satisfaction as a mediator than the direct effect on revisit intention. The Sobel test results show that customer satisfaction has a positive effect in significantly mediating experiential marketing relations with revisit intention.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510160311067
Thesis Advisors: Rahmad Wijaya (0023036802), Baroya Mila Shanty (0704056701)
Keywords: Experiential marketing, customer satisfaction, revisit intention, path analysis
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201510160311067
Date Deposited: 22 Aug 2019 07:28
Last Modified: 22 Aug 2019 07:28
URI : http://eprints.umm.ac.id/id/eprint/50683

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