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Adisti Pravitasari
"Experiential marketing merupakan sebuah cara yang digunakan untuk menghadapi fenomena pergeseran nilai ekonomi ke tahap experience. Hal ini dilakukan sebagai suatu pendekatan penekanan pada diferensiasi produk dengan memberikan memorable experience. Experiential marketing diterapkan melalui pendekatan sense, feel, think, act dan relate. Penelitian ini membahas pengaruh experiential marketing terhadap customer loyalty Blitzmegaplex 4DX Mall of Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 100 orang pengunjung Blitzmegaplex 4DX Mall of Indonesia. Hasil penelitian ini menunjukkan bahwa experiential marketing atau variasi sense, feel, think, act dan relate memiliki pengaruh terhadap pembentukan customer loyalty.

Experiential marketing is implied to face the economic value-lifted phenomenon to experience stage. It is implied as the approach of product differentiation focused by providing the memorable experience. Experiential marketing is also implied by five-dimensional model approaches (sense, feel, think, act and relate). This research examined the influence of the five-dimensional model toward customer loyalty of Blitzmegaplex 4DX Mall of Indonesia. This research used a quantitative approach by distributing questionnaires to 100 Blitzmegaplex 4DX’s customer at Mall of Indonesia. The result of this research showed that the five-dimensional models of experiential marketing has an influence on customer loyalty.
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Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2015
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UI - Skripsi Membership  Universitas Indonesia Library
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Sophie Nakia Harjono Putri
"Shopee sebagai salah satu market leader di industri e-commerce Indonesia menjalankan aktivitas bisnisnya tidak lepas dari penerapan E-CRM. Shopee memiliki berbagai fasilitas E-CRM di dalam aplikasinya sebagai daya tarik bagi pelanggannya. Penelitian ini menguji pengaruh Electronic Customer Relationship Management (E-CRM) terhadap e-customer loyalty melalui e-customer satisfaction. Desain penelitian ini menggunakan pendekatan kuantitatif eksplanatif dengan menyebarkan kuesioner kepada 191 responden pengguna aplikasi Shopee di Jabodetabek yang pernah melakukan pembelian di Shopee minimal 2 kali dalam kurun waktu 6 bulan terakhir. Hasil penelitian ini dianalisis menggunakan analisis deskriptif, analisis regresi, dan uji sobel dengan bantuan software SPSS 27.0. Hasil Penelitian ini menemukan bahwa terdapat pengaruh antara E-CRM terhadap e-customer satisfaction, terdapat pengaruh antara E-CRM terhadap e-customer loyalty, terdapat pengaruh e-customer satisfaction terhadap e-customer loyalty. Hasil penelitian ini juga mengungkapkan bahwa terdapat pengaruh mediasi e-customer satisfaction dalam hubungan antara E-CRM terhadap e-customer loyalty pada pengguna aplikasi Shopee di Jabodetabek.

Shopee as one of the market leaders in the Indonesian e-commerce industry conducting its business activities with a strong emphasis on the implementation of E-CRM. Shopee has a variety of E-CRM facilities in its application as an attraction for its customers. The purpose of this research is to analyze the effect of E-CRM on e-customer loyalty through e-customer satisfaction as a mediating variable. This research uses a quantitative explanatory approach by distributing a questionnaire to 191 respondents of users of the Shopee app in Jabodetabek who have made purchases on Shopee at least 2 times in the last 6 months. This research uses descriptive analysis, regression analysis, and sobel test using SPSS 27.0. The results of this study found that there is an influence between E-CRM on e-customer satisfaction, there is an influence between E-CRM on e-customer loyalty, there is an influence between e-customer satisfaction on e-customer loyalty. The results of this research also reveal that there is a mediating effect of e-customer satisfaction in the relationship between E-CRM and e-customer loyalty among Shopee application users in Jabodetabek.
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Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2024
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UI - Skripsi Membership  Universitas Indonesia Library
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Ellin Devihana Pratiwi
"Ketidakpuasaan Pelanggan menjadi opportunity lost bagi operator telekomunikasi pada layanan fixed broadband dalam melakukan ekspansi pasar. Permasalahan dalam ketidakpuasan pelanggan menunjukan perancangan kriteria yang digunakan dalam program loyalti yang diberikan kepada pelanggan masih kurang tepat. Penelitian ini bertujuan untuk merancang kriteria kepuasan pelanggan pada operator telekomunikasi dalam layanan fixed broadband. Penelitian ini menggunakan metode DEMATEL-based ANP (DANP) dan Simple Additive Weighting (SAW) untuk mendapatkan program loyalti yang paling sesuai dengan kriteria kepuasan pelanggan. Penelitian ini menghasilkan 5 dimensi dan 22 kriteria kepuasan pelanggan pada operator telekomunikasi dalam layanan fixed broadband, dimana dimensi yang paling mempengaruhi adalah resource dan dimensi yang paling dipengaruhi adalah relationship. Program loyalty terbaik pada operator telekomunikasi untuk layanan fixed broadband di PT X adalah High Value Customer (HVC), sedangkan program loyalti terburuk adalah Aplikasi Pelanggan.

Customer dissatisfaction is an opportunity lost for telecommunications operators in fixed broadband services in expanding its market, it is indicating that the criteria used in designing the loyalty program that being provided to customer are still less precise. This research aims to provide recommendations for telecommunications operator loyalty programs for fixed broadband services based on customer satisfaction’s criteria. This research uses DEMATEL-Based ANP (DANP) and Simple Additive Weighting (SAW) method to get assessment of loyalty program that best fits the customer satisfaction’s criteria. This research resulted in 5 dimensions and 22 criteria of customer satisfaction for telecommunications operators in fixed broadband services, where the dimension that most influences is resource and the dimension that is most influenced is relationship. The best loyalty program for telecommunications operators in fixed broadband services at PT X is High Value Customer (HVC), while the worst loyalty program is Customer Application.
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Depok: Fakultas Teknik Universitas Indonesia, 2023
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UI - Tesis Membership  Universitas Indonesia Library
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Naomi S
"Perkembangan zaman yang terjadi saat ini memengaruhi bidang usaha tata boga. Restaurant Namaaz Dining merupakan salah satu Restaurant Gastronomy Molecular di Indonesia. Restaurant Namaaz Dining menggunakan experiential marketing. Penelitian ini dilakukan untuk menganalisis pengaruh experiential marketing terhadap loyalitas pelanggan pada Restaurant Namaaz Dining dengan kepuasa pelanggan sebagai variabel mediasinya. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 100 pelanggan menggunakan teknik non-probability sampling. Teknik analisa data yang digunakan yakni analisis regresi dan sobel test untuk mengetahui pengaruh antar variabel, baik secara langsung maupun tidak langsung. Hasil penelitian ini menunjukan bahwa experiential marketing memiliki pengaruh langsung dan tidak langsung terhadap loyalitas pelanggan melalui kepuasan pelanggan. Pengaruh experiential marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan memiliki pengaruh lebih besar dibandingkan dengan nilai pengaruh experiential marketing terhadap loyalitas pelanggan secara langsung.

The development of the times that is happening now is affecting the business sector of food and beverages. Namaaz Dining Restaurant is one of the Molecular Gastronomy Restaurant in Indonesia. Restaurant Namaaz Dining uses experiential marketing. This study was conducted to analyze the effect of experiential marketing on customer loyalty in Restaurant Namaaz Dining with customer satisfaction as a mediating variable. This research uses a quantitative approach by distributing questionnaires to 100 customers using non-probability sampling techniques. The data analysis techniques used are regression analysis and sobel tests to determine the effect between variables, both directly and indirectly. The results of this study indicate that  experiential marketing have a direct and indirect effect on customer loyalty through customer satisfaction. The effect of experiential marketing on customer loyalty through customer satisfaction has a greater effect than the direct effect of experiential marketing on customer loyalty."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2020
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UI - Skripsi Membership  Universitas Indonesia Library
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Gratia Kristines Ekklesia Rotti
"Tesis ini membahas mengenai dampak pendekatan Experiential Marketing yang
terdiri dari Sense, Feel, Think, Act, dan Relate yang diterapkan Blitz Megaplex
Grand Indonesia terhadap Customer Satisfaction, dan juga pengaruh kepuasan
tersebut terhadap Attitudinal Loyalty dan Behavioral Loyalty. Penelitian ini
merupakan penelitian eksploratorif dan deskriptif.
Hasil dari penelitian ini mengatakan bahwa Customer Satisfaction dapat ditingkatkan dengan memberikan pengalaman berbasis Feel dengan cara mempengaruhi suasana hati, perasaan, dan emosi, dan Relate dengan menciptakan identitas sosial bagi pelanggan dalam menggunakan sebuah produk. Hasil penelitian juga menunjukan bahwa Customer Satisfaction berpengaruh secara signifikan terhadap Attitudinal Loyalty, namun tidak secara signifikan terhadap Behavioral Loyalty.

This thesis discusses the effect of Experiential Marketing which is consisted of Sense, Feel, Think, Act, and Relate that has been applied by Blitz Megaplex Grand Indonesia toward Customer Satisfaction, and its impact on Attitudinal Loyalty and Behavioral Loyalty. This research is exploratory and descriptive research.
The results of this research show that Customer Satisfaction can be driven by Feel with its mood and emotion impact; and Relate with its social identity for those who use the product. The results also suggest that Customer Satisfaction significantly influence Attitudinal Loyalty, and did not significantly influence Behavioral Loyalty.
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Depok: Program Pascasarjana Universitas Indonesia, 2012
T29954
UI - Tesis Open  Universitas Indonesia Library
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Felisia Gunawan
"Tesis ini membahas mengenai pengaruh Experiential Marketing dan Service Quality yang diterapkan oleh Mujigae Resto Mall Kelapa Gading terhadap Customer Satisfaction dan Customer Loyalty. Penelitian ini merupakan penelitian deskriptif dengan teknik sampel non probability sampling. Berdasarkan data dari 240 responden, penelitian ini membuktikan adanya pengaruh positif signifikan antara Experiential Marketing terhadap Customer Satisfaction dan Customer Loyalty, Customer Satisfaction terhadap Customer Loyalty, serta Service Quality terhadap Customer Satisfaction.

This thesis discusses about the effect of Experiential Marketing and Service Quality which are applied by Mujigae Resto at Kelapa Gading Mall toward the Customer Satisfaction and Customer Loyalty. This research is descriptive research. Based on data from 240 respondents, this study proves the existence of a significant positive effect between Experiential Marketing on Customer Satisfaction and Customer Loyalty, Customer Satisfaction on Customer Loyaly, and Service Quality on Customer Satisfaction."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2015
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UI - Tesis Membership  Universitas Indonesia Library
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Nyoman Sri Handayani
"Dalam meningkatkan strategi bersaing jangka panjang perusahaan untuk mempertahankan pelanggan dan menarik konsumen baru khususnya masyarakat kelas menengah atas, Blitzmegaplex sebagai satu-satunya pesaing di dunia sinema, berusaha memenuhi kepuasan pelanggannya dengan menawarkan nilai-nilai hedonis yang sesuai dengan harapan pelanggan. Untuk mewujudkannya, Blitzmegaplex kembali membuka sebuah auditorium terbaru berfasilitas canggih, yaitu auditorium 4Dx di Blitzmegaplex Mall of Indonesia (MOI).
Penelitian ini bertujuan untuk mengetahui pengaruh nilai-nilai hedonis terhadap kepuasan pelanggan yang menonton di auditorium 4Dx Blitzmegaplex Mall of Indonesia (MOI) Jakarta. Penelitian ini menggunakan metode kuantitatif dan teknik pengambilan sampel purposive. Pada penelitian ini sampel yang diambil sebanyak 100 responden. Hasil penelitian ini membuktikan bahwa nilai-nilai hedonis memiliki pengaruh terhadap kepuasan pelanggan di auditorium 4Dx Blitzmegaplex Mall of Indonesia (MOI) Jakarta.

In order to enhance the company's long-term competitive strategy to retain customers and attract new customers, especially upper-middle-class society, Blitzmegaplex as the only competitor in the world of cinema, trying to satisfy its cutomers by offering hedonic values in accordance with the customer expectations. To make it happen, Blitzmegaplex latest re-open a fully-sophisticated auditorium, the auditorium 4DX Blitzmegaplex Mall of Indonesia (MOI).
This research was intended to observe the effect of hedonic values to customer satisfaction, whose watching in the auditorium 4DX Blitzmegaplex Mall of Indonesia (MOI) of Jakarta. This research applied quantitative approach and purposive sampling technique, with 100 respondents were asked for filling up the quetionnaires. This research proved that the hedonic values has an influence on customer satisfaction in the auditorium 4DX Blitzmegaplex Mall of Indonesia (MOI) of Jakarta."
Depok: Universitas Indonesia, 2014
S58255
UI - Skripsi Membership  Universitas Indonesia Library
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Arivia Tri Dara Yuliestiana
"THE GOODS CAFE merupakan sebuah kafe yang didirikan oleh Tim The Goods Department Store. THE GOODS CAFE mencoba untuk menawarkan pengalaman bersantap yang unik dan berkesan bagi konsumennya melalui genuine experiences. Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap kepuasan konsumen THE GOODS CAFE dengan menggunakan pendekatan experiential marketing yang dikemukakan oleh Bernd Schmitt (1999). Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel purposive. Sampel penelitian ini sebanyak 100 responden dengan analisa eksplanatif dan regresi linear sederhana. Hasil penelitian ini membuktikan bahwa terdapat pengaruh antara experiential marketing terhadap kepuasan konsumen THE GOODS CAFE.
THE GOODS CAFE is the cafe by The Goods Department Store team. THE GOODS CAFE tries to offer a unique and memorable experience for consumers through genuine experiences. The objective of this research is to determine the effect of experiential marketing on satisfaction of the consumer THE GOODS CAFE using experiential marketing approach proposed by Bernd Schmitt (1999). This research applied quantitative and purposive sampling technique by distributed questionnaires to 100 respondents with explanatory analysis and simple linear regression. The research proved that experiential marketing has a significant positive effect on satisfaction of the consumer THE GOODS CAFE."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2014
S55011
UI - Skripsi Membership  Universitas Indonesia Library
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Resky Oktavia
"Selama pandemi covid-19, staycation hadir sebagai salah satu alternatif untuk menyelamatkan industri pariwisata. Namun penelitian mengenai staycation dilihat dari sudut pandang experiential marketing masih sangat jarang. Berangkat dari experiential marketing, penelitian ini menyoroti pengaruh customer engagement terhadap behavioral intention konsumen untuk melakukan staycation dengan dimediasi oleh variabel customer experience dan customer identification. Meskipun begitu, selama pandemi covid-19, perceived risk seperti health risk dan financial risk turut memiliki peran penting dalam membentuk perilaku konsumen selama proses pembuatan keputusan. Maka dari itu peran moderasi health risk dan financial risk dari customer experience dan customer identification terhadap behavioral intention konsumen turut diuji dalam penelitian ini. Model penelitian diujikan terhadap 249 responden menggunakan SEM Lisrel. Hasil penelitian menunjukkan bahwa affective dan cognitive engagement berpengaruh signifikan positif terhadap customer experience namun secara negatif terhadap customer identification. Sedangkan behavioral engagement justru berpengaruh positif terhadap customer identification namun secara negatif terhadap customer experience. Selain itu health risk berpengaruh secara negatif sebagai moderasi namun berpengaruh secara signifikan positif terhdap behavioral intention. Sedangkan financial risk berpengaruh secara positif secara langsung dan secara moderasi bagi customer identification, namun tidak berpengaruh signifikan sebagai moderasi customer experience. Semua teori dan implikasi praktis terkait akan diuraikan dalam penelitian ini.

During the covid-19 pandemic, staycation is likely to play a key role in tourism industry as an alternative. Nevertheless research on staycation depicted in experiential marketing remains nebulous. Drawing on experiential marketing perspectives, this study highlighted customer engagement’s influence upon customer’s behavioral intention on doing staycation which mediated by customer experience and customer identification. However, during the covid-19 pandemic, perceived risk such as health risk and financial risk plays a significant role in shaping customer behavior during decision making. Thus the moderating role of both health risk and financial risk from customer experience and customer identification toward customers’ behavioral intention were also be examined in this study. The model was tested from 249 respondents using Structural Equation Modelling (SEM) Lisrel. Findings showed that both affective and cognitive engagement has positive significant influence toward customer experience, but negatively effect customer identification. However, behavioral engagement positively influence customer identification but has neagitive significant influence toward customer experience. In addition, health risk has negative influence as moderating variable but positively influence behavioral intention directly. Besides, financial risk significantly influence behavioral intention directly, and influence customer identification positively, but has no significant influence toward customer experience. Theoretical and practical implications are discussed."
Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2021
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UI - Tesis Membership  Universitas Indonesia Library
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Muhammad Fahriansyah
"Penelitian ini dilakukan dengan tujuan untuk mengetahui dampak antara sustainable marketing terhadap customer loyalty dengan mediasi brand image pada toyota Indonesia. Berlandaskan dari teori triple bottom-line, penelitian ini membagi sustainable marketing kedalam tiga dimensi yang berbada yaitu economic sustainability, social sustainability, dan environment sustainability. Dari ketiga dimensi itu akan diuji keterkaitannya dengan varibel mediasi yakni brand image dan bagaimana dampaknya terhadap customer loyalty dari toyota Indonesia. Data pada penelitian ini dianalisis menggunakan metode Partial Least Squares Structrual Equation Modelling. Hasilnya menunjukkan bahwa praktik sustainabel marketing berpengaruh positif terhadap brand image dan customer loyalty. Selain itu, brand image bertindak sebagai perantara antara sustainabel marketing dan customer loyalty.

This research was conducted with the aim of determining the impact of sustainable marketing on customer loyalty by mediating brand image at Toyota Indonesia. Based on the triple bottom-line theory, this research divides sustainable marketing into three different dimensions, namely economic sustainability, social sustainability and environmental sustainability. The three dimensions will be tested for their relationship to the mediating variable, namely brand image and how it impacts customer loyalty from Toyota Indonesia. The data in this study were analyzed using the Partial Least Squares Structrual Equation Modeling method. The results show that sustainable marketing practices have a positive effect on brand image and customer loyalty. Apart from that, brand image acts as an intermediary between sustainable marketing and customer loyalty."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2024
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UI - Skripsi Membership  Universitas Indonesia Library
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