Pengaruh image dan experiential marketing terhadap customer loyalty melalui trust dan customer satisfaction pada garuda indonesia airlines di Surabaya

Dewi, Helga Christina (2014) Pengaruh image dan experiential marketing terhadap customer loyalty melalui trust dan customer satisfaction pada garuda indonesia airlines di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui menguji dan menganalisis pengaruh Image terhadap trust, menguji dan menganalisis pengaruh Experiential marketing terhadap customer satisfaction, menguji dan menganalisis pengaruh Trust terhadap Customer Satisfaction, menguji dan menganalisis pengaruh Trust terhadap Customer loyalty, menguji dan menganalisis pengaruh Customer satisfaction terhadap customer loyalty, Menguji dan menganalisis pengaruh Image terhadap Customer loyalty melalui Trust, Menguji dan menganalisis pengaruh Image terhadap Customer Loyalty melalui trust dan Customer Satisfaction, dan menguji dan menganalisis pengaruh Experiential Marketing terhadap Customer Loyalty melalui Customer Satisfaction pada pelanggan GIA di Surabaya. Penelitian ini menggunakan Teknik pengambilan sampel convenience sampling. Jenis penelitian ini berdasarkan tujuannya adalah penelitian kausal. Pendekatan penelitian ini adalah kuantitatif karena menitikberatkan pada pembuktian hipotesis dan pemahaman teori melalui pengujian statistik. Teknik analisis data yang digunakan pada penelitian ini adalah dengan menggunakan uji Structural Equation Modelling (SEM). Aras pengukuran yang digunakan dalam penelitian ini adalah aras interval Hasil penelitian ini menunjukkan adanya hubungan positif dan signifikan terhadap pengaruh langsung dan tidak langsung antar variabel pada semua hipotesis yang diajukan dalam penelitian ini. Pengaruh yang paling kuat dari hubungan tidak langsung adalah pengaruh experiential marketing terhadap customer loyalty melalui customer satisfaction. Hal ini disebabkan karena pengalaman yang didapat oleh pelanggan Garuda Indonesia Airlines membuat suatu keterikatan secara emosional dan kepuasan secara pribadi terhadap perusahaan. Rata – rata responden cukup setuju atas pernyataan variabel image, experiential marketing, trust, customer satisfaction dan customer loyalty. Pada penelitian yang akan datang diharapakan dapat dilakukan dengan menggunakan variabel dan objek lain dari penelitian ini, memisahkan kriteria responden berdasarkan kepemilikan kartu Garuda frequent flyer dan tipe responden (B2B atau B2C). Selain itu, diharapkan pihak Garuda Indonesia Airlines dapat memperbaiki elemen – elemen yang nilainya masih rendah atau kurang / This study aims to determine and analyze the impact of image to trust, determine and analyze the impact of experiential marketing to customer satisfaction, determine and analyze the impact of trust to customer satisfaction, determine and analyze the impact of Trust to customer loyalty, determine and analyze the impact of customer satisfaction to customer loyalty, determine and analyze the impact of image to customer loyalty through trust, determine and analyze the impact of image to customer loyalty through trust and customer Satisfaction, and determine and analyze the impact of experiential marketing to customer loyalty through customer satisfaction at GIA in Surabaya. This study used a convenience sampling for technique sampling. This type of research is causal research. The approach of research is quantitative because focus on hypothesis and understanding theory through statistical testing. The data analysis technique used in this study is Structural Equation Modeling (SEM ) . Measurements scale used in this study is interval. The results of this study showed a positive and significant relationship in the direct and indirect influence between all of the variables hypotheses proposed in this study. The strongest indirect relationship is between experiential marketing to customer loyalty through customer satisfaction. It is because experiential by customer would make emotional bonding and satisfied them personally. Respondents quite agree by the statement of variable image, experiential marketing, trust, customer satisfaction, and customer loyalty In future studies is expected by using variables and other objects from this study, separate criteria respondents within having Garuda frequent flyer or not and type of respondents (B2B or B2C). In addition, the Garuda Indonesia Airlines is expected to fix the elements which value is low

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