Feel Experience Dan Think Experience Marketing Pengaruhnya Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Intervening

Abstract

Abstract: This study aims to determine the direct influence and indirect influence feel experience and think marketing experience of consumer loyalty through customer satisfaction as intervening variable. The research method used is quantitative method. The number of samples in this study as many as 100 respondents, the sampling technique using incidental sampling technique. Data retrieval technique using questionnaire. Data analysis technique is done by using path analysis (Path Analysis). The results of this study indicate that feel experience has a direct influence on consumer loyalty. Think marketing experience has an indirect effect on consumer loyalty.

 

Key Word: feel experience, think experience marketing, customer loyalty, customer satisfaction

 

Abstrak : Penelitian ini bertujuan untuk mengetahui pengaruh langsung dan pengaruh tidak langsung feel experience dan think experience marketing terhadap loyalitas konsumen melalui kepuasan konsumen sebagai variabel intervening. Metode penelitian yang digunakan adalah metode kuantitatif. Jumlah sampel dalam penelitian ini sebanyak 100 responden, teknik pengambilan sampel menggunakan teknik sampling insidental. Teknik penarikan data menggunakan kuesioner. Teknik analisis data dilakukan dengan menggunakan analisis jalur (Path Analysis). Hasil penelitian ini menunjukkan bahwa feel experience mempunyai pengaruh langsung terhadap loyalitas konsumen. Think experience marketing mempunyai pengaruh tidak langsung terhadap loyalitas konsumen. 

 

Kata  kunci: feel experience, think experience marketing, loyalitas konsumen, kepuasan konsumen