Pengaruh experiential marketing dan service quality terhadap Customer loyalty melalui customer satisfaction pada restoran Pizza Hut di Tunjungan Plaza Surabaya

Kurniawan, Juwita Yuliana (2015) Pengaruh experiential marketing dan service quality terhadap Customer loyalty melalui customer satisfaction pada restoran Pizza Hut di Tunjungan Plaza Surabaya. Undergraduate thesis, Widya Mandala Catholic University.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh experiential marketing dan service quality, terhadap customer loyalty melalui customer satisfaction pada Restoran Pizza Hut di Tunjungan Plaza Surabaya. Penelitian ini merupakan penelitian hipotesis yang disertai pengujian statistik. Variabel penelitian meliputi 2 variabel eksogen, 1 variabel intervening, dan 1 variabel endogen. Jumlah sampel penelitian sebanyak 150 sampel. Teknik analisis data menggunakan structural equation modeling (SEM). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif antara experiential marketing terhadap customer satisfaction, experiential marketing terhadap customer loyalty, customer satisfaction terhadap customer loyalty, service quality terhadap terhadap customer satisfaction. Serta hasil penelitian ini juga menunjukkan service quality berpengaruh positif terhadap customer loyalty melalui customer satisfaction.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Experiential Marketing, Service Quality, Customer Loyalty, Customer Satisfaction.
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Operator Teknis
Date Deposited: 04 Dec 2015 05:42
Last Modified: 04 Dec 2015 05:42
URI: https://repository.ukwms.ac.id/id/eprint/3901

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