PENGARUH EXPERIENTIAL MARKETING DAN EMOTIONAL BRANDING TERHADAP LOYALITAS KONSUMEN (Studi Kasus pada Konsumen Miniso Mall Olympic Garden Malang)
| Main Author: | Syafira, Naila |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/55675/1/01%5D%20PENDAHULUAN.pdf http://eprints.umm.ac.id/55675/2/02%5D%20BAB%20I.pdf http://eprints.umm.ac.id/55675/3/03%5D%20BAB%20II.pdf http://eprints.umm.ac.id/55675/4/04%5D%20BAB%20III.pdf http://eprints.umm.ac.id/55675/5/05%5D%20BAB%20IV.pdf http://eprints.umm.ac.id/55675/6/06%5D%20BAB%20V.pdf http://eprints.umm.ac.id/55675/7/07%5D%20LAMPIRAN.pdf http://eprints.umm.ac.id/55675/ |
Daftar Isi:
- The aim of this study is to analyze the influence of experiential marketing and emotional branding towards consumer loyalty at Miniso Mall Olympic Garden Malang. The data used in this reseacrh is a primary data, collected from over 100 respondents whom are consumers at Miniso. The sampling technique used in this research is purposive sampling, This study uses a quantitative approach obtained by distributing questionnaires. The data was processed by multiple regression analysis. The result of this research, it is proved that experiential marketing and emotional branding have significant influence on consumer loyalty partially. It is proved that experiential marketing and emotional branding have significant influence on consumer loyalty simultaneously. The value of Adjusted R Square is 0,575 it means that all independent variables can be explained 57,5% toward dependent variable. While the remaining of 42,5% was explained by other factors which were not examined in this research.