STUDI TENTANG EXPERIENTIAL MARKETING UNTUK MENINGKATKAN LOYALITAS NASABAH

SUSANTI, ERNA (2013) STUDI TENTANG EXPERIENTIAL MARKETING UNTUK MENINGKATKAN LOYALITAS NASABAH. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

This study aimed to examine the effect of excellence customer service and value attributes to experiential marketing and its impact on increasing customer loyalty. The use of these variables can solve the problems that occurred in Nasional Bank. Samples taken 3are the 3customers of National Bank 3100 respondents. Sampling techniques used in this study was purposive sampling. Data collection techniques used in this study is based on questionnaires (questionnaires) and interviews (interviews). SPSS statistical test used to analyze the data. The results of processing the data, it can be concluded as follows: Advantage service attribute a significant effect on customer loyalty. excellence service attributes can explain the variations that occur in the dependent variable is customer loyalty. Seen the value of the coefficient of determination (R Square) of its 0.294. These results indicate that the excellence service attributes explained 29.4 percent of variation (change ups and downs) on customer loyalty. The remaining 370.6 percent 3is influenced 3by other variables 3that are not accommodated in the model. Keywords: attribute service excellence, customer value, experiential marketing and customer loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	attribute service excellence, customer value, experiential marketing and customer loyalty.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User:	B Supri Yadi
Date Deposited:	20 Feb 2020 03:49
Last Modified:	20 Feb 2020 03:49
URI:	http://repo.setiabudi.ac.id/id/eprint/2667

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