Pengaruh experiental marketing dan brand Trust terhadap loyalitas nasabah dengan Kepuasan nasabah sebagai variabel intervining Di bank bri syariah
| Main Author: | Teddy Azhari |
|---|---|
| Other Authors: | Cut Erika Ananda Fatima |
| Format: | bachelorThesis |
| Bahasa: | ind |
| Terbitan: |
Jakarta: Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta
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| Subjects: | |
| Online Access: |
http://repository.uinjkt.ac.id/dspace/handle/123456789/38780 |
Daftar Isi:
- This research aims to know the influence of experiental marketing and brand trust on the customer loyalty with satisfaction as a variable intervining , the exogenous variables that used in the research were experiental marketing (X1) and brand trust (X2), while the intervining variable in the research was customer satisfaction(Y) and endogenous variables that used the research was customer loyalty (Z) the research type that used was explanatory research with quantitative approach, the research location was at Bank BRI Syaria branch of Tangerang, the data collection method that used was trough questionnaire, data analysis technique that used was descriptive analysis and path analysis, results of path analysis showed that the Marketing and Brand Trust influence customer satisfaction significantly about 38,9%,. Experiental Marketing variables influence significantly on customer satisfaction about 4,75%, Brand Trust variables influence significantly on customer satisfaction about 26,11%. The total influence of Experiental Marketing, Brand Trust and customer satisfaction on customer loyalty are about 41,1%. Experiental Marketing have no direct impact on customer loyalty, meanwhile customer satisfaction influence significantly on cutomer loyalty about 16,16%.