The Influence of Experiential Marketing And Service Quality For being Reasonability of Customers Loyality Forming (Case Study of Beauty Saloon of London Beauty Center “ LBC”)

Ria Lestari Pangastuti(1*),

(1) Fakultas Ekonomi Universitas Kadiri
(*) Corresponding Author

Abstract


Abstract

This research is testing the influence of  Experiential Marketing and Service Quality for being reasonability of Customers Loyality Forming . The sample is 66 person. The analysis technique used is path analysis by using  smart pls. The result shows from four variabels, the biggest contribution of experiential marketing  is ACT with the standardized coefisien 0.884, it means there is influence of experiental marketing about 88.4%. This means the increasing of ACT will make the increasing of Experiental marketing 88.4%. The other variable which influenced is quality toward the loyality.The quality is composed by  Assurance, Empathy, Reliability, Responsiveness, and  Tangible. The indicator which has the biggest contribution is assurance with the value indicator of coeficient standarized 0.722.

Key Word : Experiential Marketing, service quality, customer loyality.

 

 

Abstrak

Penelitian ini menguji pengaruh Pengaruh Experiential Marketing Dan Kualitas Layanan Yang Dipertimbangkan Dalam Pembentukan Loyalitas Konsumen. Sampel dalam penelitian ini sebanyak 66 orang. Tehnik analisis yang digunakan dalam penelitian ini adalah tehnik analisis menggunakan analisis jalur dengan menggunakan alat analisis smart pls. Hasil dari penelitian ini menunjukan dari ke empat variabel ini, yang memiliki kontrobusi paling besar terhadap experiental marketing adalah ACT dengan nilai standardized koefisien sebesar 0.884 dimana nilai ini memiliki arti bahwa perubahan pada ACT akan berpengaruh terhadap perubahan experiental marketing sekitar 88.4%. Nilai ini juga dapat dimaknai kenaikan pada ACT akan berdampak pada kenaikan Experiental marketing sebesar 88.4%. Variabel kualitas juga memiliki pengaruh yang signifikan terhadap loyalitas. Kualitas disusun oleh Assurance, Empathy, Reliability, Responsiveness, dan Tangible. Indikator yang memiliki kontribusi paling besar dalam menyusun kualitas adalah pada Assurance dengan nilai standardized koefisien sebesar 0.722.

Kata Kunci : Experiential Marketing, Kualitas Layanan, Loyalitas Konsumen.

Keywords


Experiential Marketing; Kualitas Layanan; Loyalitas Konsumen

Full Text:

PDF

References


A, Parasuraman. (2001). The Behaviorial Consequenses of Service Quality, Jurnal of Marketing, Vol 60.

Creswll, J., W., 2012, Research design Pendekatan kualitatif, Kuantitatif dan Mixed; Cetakan ke-2, Yogyakarta: Pustaka Pelajaran.

Colton, David dan Robert W. Covert, 2007. Designing and Constructing Instruments for Social Research and Evaluation, San Francisco: Jossey-Basse.

Dian Dharmayanti & Reymond Setiabudi Hadiwidjaja. 2014. “ Analisis hubungan experiential marketing kepuasan pelanggan, loyalitas pelanggan Starbucks Coffee di Surabaya Town Square”. Jurnal Manajemen Pemasaran. Vol.2 No.2.

Http://etd.repository.ugm.ac.id/index.php?mod=download⊂=DownloadFile&act=view&typ=html&id=80833&ftyp=potongan&potongan=S2-2014-343601-chapter1.pdf

Kotler, Philip and Gary Armstrong. 2012. Prinsip-prinsip Pemasaran. Edisi 13. Jilid 1. Jakarta : Erlangga.

Kotler, Philip and Keller, Kevin Lane. (2012). Marketing Management, 14th Edition.New Jersey: Prentice Hall Published.

Lee, Ming-Shing, Hsio, Huey-Der, dan Yang, Ming-Fen. (2010). “The Study Of The Relationship Among Experiential Marketing, Kualitas pelayanan, Kepuasan pelanggan And Loyalitas”. International Journal of Organizational Innovation. Hlm. 352-378

Ekasari, Novita. (2015). “Pengaruh Experiential Marketing terhadap loyalitas pelanggan klinik perawatan kulit natasha kota Jambi”. Jurnal Penelitian Universitas Jambi : Seri Humaniora. Volume : 17 No.2

Obonyo, Moses. (2011). “Experintial Marketing, Experiential Value, PurchaseBehavior, and Loyalitas in The Telecoms Industry.” Research Dissertationfor The Award of Master of Science in Marketing. Uganda: MakerereUniversity.

Parasuraman, A., Zeithaml & Berry. (1985). “SERVQUAL: A multiple-item scale formeasuring consumer perceptions of kualitas pelayanan.” Journal ofMarketing. Vol 49 (fall 1985). Hlm 41-50.

Scmitt, Bernd. (1999). Experiential Marketing. New York: The Free Press.

Sugiyono. 2013. Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatis, dam R&D). Bandung : Alfabeta.




DOI: http://dx.doi.org/10.30737/ekonika.v2i2.43

Article Metrics

Abstract view : 116 times
PDF - 177 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 Ekonika : Jurnal ekonomi universitas kadiri

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Ekonika : Jurnal Ekonomi Universitas Kadiri Index By :

 

Free counters!

Creative Commons License

Ekonika : Jurnal Ekonomi Universitas Kadiri licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.