Image of PENGARUH IMPLEMENTASI EXPERIENTAL MARKETING TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING PADA NASABAH BANK SYARIAH INDONESIA CABANG KARANGANYAR

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PENGARUH IMPLEMENTASI EXPERIENTAL MARKETING TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING PADA NASABAH BANK SYARIAH INDONESIA CABANG KARANGANYAR

ABSTRACT

The purpose of study was to examine the influence of experiental
marketing which includes indicators of sense, feel, think, act, and relate towards
customer loyalty with customer satisfaction as intervening variable at Bank
Syariah Indonesia Karanganyar Branch. The data used are primary data from
questionnaires. The population in the study were customers at BSI Karanganyar
Branch.
The sample in this study 100 respondent, the sampling method used was
purposive sampling method from population of customer BSI Karanganyar
Branch, the analytical tool used in this research is the method of path analisis and
hypothesis testing (t test) using SPSS version 25.
The results of this study indicate that experiential marketing consisting
of relate variables has a significant positive effect on customer satisfaction while
the variable sense, feel, think and act have no effect on customer satisfaction.
Experiential marketing which consists of think and relate has a significant
positive effect on customer loyalty while sense, feel, and think variables have no
effect on customer loyalty. Customer satisfaction has a significant positive effect
on customer loyalty. The results of path analysis, sense and feel variables
indirectly have a significant effect on customer loyalty through customer
satisfaction, while the think, act, and relate variables indirectly have no
significant effect on customer loyalty through customer satisfaction.
Keywords: Experiential Marketing, Customer Satisfaction, Customer Loyalty

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.1 AFR p 23
Penerbit
SUKOHARJO : Perbankan Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 161 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.1
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Perbankan Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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