Pengaruh pemasaran pengalaman (experiential marketing) dan kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan (studi pada Ikea Alam Sutera) = The effect of experiential marketing and service Quality of customer loyalty through customer Satisfaction ( study case in ikea alam sutera)

Sumendap, Cheryl Engelin and Susanti, Didy and Daryanto, Gloria Sintia (2019) Pengaruh pemasaran pengalaman (experiential marketing) dan kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan (studi pada Ikea Alam Sutera) = The effect of experiential marketing and service Quality of customer loyalty through customer Satisfaction ( study case in ikea alam sutera). Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB) | Preview
Preview	Text (Abstrak) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (289kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (5MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (642kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (743kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (21MB)

Abstract

Dalam melakukan pemasaran berdasarkan pengalaman serta kualitas pelayanan, toko furniture IKEA Alam Sutera melibatkan emosi pelanggan untuk merasakan kenikmatan saat berbelanja. Dengan melibatkan emosi pelanggan dalam melakukan kegiatan pembelian furniture, maka pelanggan akan mendapatkan pengalaman menarik selama mereka membeli produk IKEA. Pelayanan dan pengalaman menarik yang diperoleh pelanggan merangsang pelanggan untuk merasa puas dan loyal. Tujuan penelitian ini untuk menganalisis pengaruh pengalaman pemasaran (experiential marketing) dan kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan pada toko IKEA Alam Sutera. Pada studi ini menggunakan metodologi penelitian kuantitatif khususnya dengan cara deskriptif dan data yang digunakan dalam penelitian ini adalah data primer yang dikumpulkan dari 220 responden yang merupakan konsumen IKEA Alam Sutera. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah judgement sampling. Kemudian data diproses menggunakan SEM (Structural Equation Modeling). Berdasarkan hasil pengolahan data, diperoleh bahwa experiential marketing memiliki pengaruh signifikan terhadap kepuasan pelanggan, kualitas pelayanan memiliki pengaruh signifikan terhadap kepuasan pelanggan, kepuasan pelanggan memiliki pengaruh signifikan terhadap loyalitas pelanggan, experiential marketing memiliki pengaruh signifikan terhadap loyalitas pelanggan, kualitas pelayanan memiliki pengaruh signikan kualitas pelayanan berpengaruh signifikan terhadap loyalitas pelanggan. Implikasi manajerial dari penelitian ini adalah perusahaan IKEA Alam Sutera sebaiknya meningkatkan kualitas pelayanan dengan melakukan training kepada karyawan secara berkala mengenai customer service untuk selalu menanggapi dan memberikan respon cepat terhadap keluhan pelanggan. Selain itu, pihak perusahaan juga perlu mengedukasi dalam memberikan pemahaman atau pengetahuan tentang konsep berbelanja yang ditawarkan kepada pelanggan agar pelanggan dapat memahami dan dapat menggunakan fasilitas konsep tersebut. / In conducting marketing based on experience and service quality, IKEA Alam Sutera, the furniture stores involve the customer's emotions to feel pleasure while shopping. By involving customers' emotions in furniture buying activities, customers will get interesting experiences while they buy IKEA products. Attractive service and experience gained by customers stimulates customers to feel satisfied and loyal. The purpose of this study is to analyze the influence of experiential marketing and service quality on customer loyalty through customer satisfaction at the IKEA Alam Sutera store. In this study using quantitative research methodology in particular by descriptive method and the data used in this study are primary data collected from 220 respondents who are IKEA Alam Sutera consumers. The sampling technique used in this study is judgment sampling. Then the data is processed by using SEM (Structural Equation Modeling). Based on the results of data processing, it is found that experiential marketing has a significant influence on customer satisfaction, service quality has a significant influence on customer satisfaction, customer satisfaction has a significant effect on customer loyalty, experiential marketing has a significant influence on customer loyalty, service quality has a significant influence on service quality significant effect on customer loyalty. The managerial implication of this research is that the IKEA Alam Sutera company should improve the quality of service by regularly training employees about customer service to always respond and provide quick responses to customer complaints. In addition, the company also needs to educate in providing understanding or knowledge about the concept of shopping offered to customers so that customers can understand and use the concept facilities.

Actions (login required)

View Item