Analisa pengaruh olfactory, experiential marketing, service quality, dan customer satisfaction terhadap repurchase intentions pada pelanggan tous les jours galaxy mal Surabaya

Putra, Timotius Ardi (2017) Analisa pengaruh olfactory, experiential marketing, service quality, dan customer satisfaction terhadap repurchase intentions pada pelanggan tous les jours galaxy mal Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Penelitian ini ditujukan untuk mengetahui bagaimana pengaruh olfactory marketing, experiential marketing, service quality, dan customer satisfaction terhadap repurchase intentions dari pelanggan TOUS les JOURS Galaxy Mal Surabaya. Sampel yang digunakan pada penelitian ini adalah pelanggan TOUS les JOURS yang berdomisili di Surabaya serta melakukan pembelian di TOUS les JOURS dalam waktu dua bulan terakhir. Jumlah responden yang dipergunakan pada penelitian ini berjumlah 100 responden. Untuk pengolahan dan analisa data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan software AMOS 22.0. Hasil analisis menunjukkan bahwa dari tujuh hipotesis, lima hipotesis diterima sedangkan dua hipotesis ditolak. Temuan empiris menunjukan bahwa olfactory marketing memiliki pengaruh terhadap experiential marketing dengan koefisien regresi sebesar 0.946. Pengaruh olfactory marketing terhadap repurchase intentions dengan koefisien regresi sebesar 0.066. Pengaruh experiential marketing terhadap repurchase intentions dengan koefisien regresi sebesar 0.442. Pengaruh experiential marketing terhadap customer satisfaction dengan koefisien regresi sebesar 0.570. Pengaruh service quality terhadap customer satisfaction dengan koefisien regresi sebesar 0.390. Pengaruh service quality terhadap repurchase intentions dengan koefisien regresi sebesar 0.099. Pengaruh customer satisfaction terhadap repurchase intentions dengan koefisien regresi sebesar 0.328 / This study aimed to find out the influence of olfactory marketing, experiential marketing, service quality, and customer satisfaction on repurchase intentions of TOUS les JOURS’ (located on Galaxy Mal Surabaya) customers. Samples that being used in this study are those who lives in Surabaya, also those who bought TOUS les JOURS products within last two months. The number of respondents used in this study is 100 respondents. This study uses Structural Equation Modelling (SEM) and AMOS 22.0 to process and analize data. The results showed that of the seven hypotheses, five hypotheses were accepted while the two hypotheses were rejected Empirical findings show that olfactory marketing has an influence on experiential marketing with regression coefficient of 0.946. The effect of olfactory marketing on repurchase intentions with regression coefficient of 0.066. The influence of experiential marketing on repurchase intentions with regression coefficient of 0.442. The influence of experiential marketing on customer satisfaction with regression coefficient of 0.570. The effect of service quality on customer satisfaction with regression coefficient is 0.390. The effect of service quality on repurchase intentions with regression coefficient is 0.099. The influence of customer satisfaction on repurchase intentions with regression coefficient is 0.328

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