AMELIA RETNO NURFITRIA (2020) PENGARUH EXPERIENTAL MARKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PADA SHOPEE. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Official URL: http://repository.umy.ac.id/handle/123456789/35625

Abstract

This study aims to analyse the effect of experiental marketing on customer satisfaction and customer loyalty of Shopee college student users in Special Region of Yogyakarta. Variables used in this study is experiental marketing as exogeneous variables. Then the variables customer satisfaction and customer loyalty as endogeneous variables. This study was conducted on student customer of Shopee in Special Region of Yogyakarta with predetermind criteria, and taken as many as 110 respondents using purposive sampling method. Analysis tool used in this study is SEM (Structural Equation Modeling) that operated through AMOS software in version 22. The study found that: (1) experiental marketing has significant effect on customer satisfaction. (2) experiental marketing has no significant effect on customer loyalty. (3) customer satisfaction has no significant effect on customer loyalty. (4) customer satisfaction is able to mediate the variable experiental marketing on customer loyalty.

Dosen Pembimbing: UNSPECIFIED | UNSPECIFIED
Item Type: Thesis (S1)
Uncontrolled Keywords: EXPERIENTAL MARKETING; CUSTOMER SATISFACTION; CUSTOMER LOYALTY
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Unnamed user with email Admin Perpustakaan 1
Last Modified: 09 Oct 2025 02:06
URI: https://etd.umy.ac.id/id/eprint/57644

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