Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan PT. Garuda Indonesia (Persero) Tbk

Tarigan, Patria Nugraha (2015) Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan PT. Garuda Indonesia (Persero) Tbk. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The purpose of this research was to shown whether experiential marketing have positive effect to increase customer loyalty by using strategic experiential marketing which consists of 5 such as, sense, feel, think, act and relate. This research conducted by distributing questionnaires to a sample of 50 respondents with technique of purposive sampling. All variables have positive effect on customer loyalty. The most influential variable is a variable sense and feel the achievement of a dominant amount of 37.1%. For Hypothesis testing using multiple regression analysis with SPSS version 20. This reseacrh also qualify the validity, reliability, normality, multicollinearity, and heterocedasticity test. The results of the regression analysis obtained adjusted R2 value of 49,1% which shown high relationship between customer loyalty and five independent variables.

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