ANALISIS PENGARUH PEMASARAN PENGALAMAN DAN PERSEPSI NILAI TERHADAP LOYALITAS KONSUMEN, DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA KONSUMEN DU CAFE DI SEMARANG
Abstract: Du Cafe has
decreased sales which can affect the customer loyalty of cafe. Every cafe or
restaurant is required to have a different concept so it must have experiential
marketing and perceived value, whose main purpose is to influence consumer
satisfaction. Building customer satisfaction that will affect on consumer
loyalty, so that later will have an impact on sales increase, and can maximize
market share in accordance with company expectation.
The purpose of this study to analyze experiential marketing and perceived
value on customer satisfaction and the impact on customer loyalty. The
population of the study was all consumers who had ever done purchase
transaction on Du Cafe product at least more than once, where respondents are
Semarang people. The samples in this study were 125 respondents. The method of
collecting data through questionnaires. This study uses analytical techniques
of Structural Equation Modeling (SEM) with AMOS 22.0 as the analysis
instrument.
The result show that the experiential marketing has positively and
significantly significant effected customer
satisfaction, perceived value
has positively and significantly significant effected
customer satisfaction, customer satisfaction has positively and significantly
effected customer loyalty, experiential marketing has not significantly
effected customer loyalty, and perceived value has positively and significantly
significant effected customer loyalty.
Keywords: Experiential Marketing,
Perceived Value, Customer Satisfaction, Customer Loyalty
Penulis: Riris Dwi Kartika,
Yoestini
Kode Jurnal: jpmanajemendd180426
