The Effect of Experiential Marketing and Emotional Marketing on Customer Loyalty in “LGS” Showroom

Rudi Yacub; Khaerul Saleh; Maha Putra

doi:10.23887/ijssb.v6i1.44612

Authors

Rudi Yacub Universitas Putra Indonesia http://orcid.org/0000-0002-5100-7304
Khaerul Saleh Universitas Sultan Agung Tirtayasa http://orcid.org/0000-0002-1838-7085
Maha Putra Universitas Pelita Bangsa

DOI:

https://doi.org/10.23887/ijssb.v6i1.44612

Keywords:

Experiential Marketing, Emotional Marketing, Customer Loyalty

Abstract

Seiring dengan perkembangan transportasi yang semakin pesat, persaingan yang semakin ketat juga mendorong para pelaku bisnis untuk terus berinovasi dalam membuat strategi pemasaran guna menarik perhatian pelanggan dan menjaga loyalitas pelanggan. Pelanggan tidak hanya menilai produk dan layanan berdasarkan kualitasnya, tetapi juga melalui strategi pemasaran. Strategi pemasaran dapat dilakukan secara agresif melalui pendekatan experiential dan pendekatan emosional kepada pelanggan. Penelitian ini bertujuan untuk menguji pengaruh experiential marketing dan emotional marketing terhadap loyalitas pelanggan showroom LGS. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan tipe purposive sampling. Populasi dalam penelitian ini adalah 230 pelanggan showroom LGS dalam tiga tahun terakhir. Sedangkan sampel dalam penelitian ini adalah 70 pelanggan showroom LGS yang pernah melakukan pembelian berulang. Pengumpulan data dilakukan dengan menyebarkan kuesioner. Penelitian ini menggunakan pengolahan data regresi linier berganda yang telah memenuhi syarat validitas, reliabilitas, dan uji hipotesis parsial uji-t, dengan program Statistical Product and Service Solution (SPSS versi 24). Hasil penelitian ini menemukan bahwa experiential marketing dan emotional marketing berpengaruh signifikan terhadap loyalitas pelanggan di showroom LGS.

Author Biographies

Rudi Yacub, Universitas Putra Indonesia

Manajemen Universitas Putra Indonesia

Khaerul Saleh, Universitas Sultan Agung Tirtayasa

Penyuluhan Pembangunan Pertanian Universitas Sultan Agung Tirtayasa

Maha Putra, Universitas Pelita Bangsa

Manajemen Universitas Pelita Bangsa

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