ANALISIS PENGARUH DIFFERENTIATION STRATEGY, PRICE DAN EXPERIENTIAL MARKETING TERHADAP CONSUMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA KONSUMEN MICHELLO GRILL DIMSUM KAB. PONOROGO)



NOVITASARI, AGNES (2023) ANALISIS PENGARUH DIFFERENTIATION STRATEGY, PRICE DAN EXPERIENTIAL MARKETING TERHADAP CONSUMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA KONSUMEN MICHELLO GRILL DIMSUM KAB. PONOROGO). Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

Penelitian ini bertujuan untuk mengetahui analisis pengaruh Differentiation Strategy, Price dan Experiential Marketing terhadap Consumer Loyalty dengan Customer Satisfaction sebagai variabel intervening pada konsumen Michello Grill Dimsum di Kab. Ponorogo.Populasi dalam penelitian ini adalah konsumen Michello Grill Dimsum.Sampel dalam penelitian ini 100 responden dengan teknik incidental sampling. Hasil penelitian ini menunjukan bahwa: (1) Differentiation Strategy berpengaruh terhadap Consumer Loyalty (2) Price berpengaruh terhadap Consumer Loyalty (3) Experiential Marketing berpengaruh terhadap Consumer Loyalty (4) Customer Satisfaction mampu memediasi pengaruh variabel Differentiation Strategy terhadap Consumer Loyalty (5) Customer Satisfaction mampu memediasi pengaruh variabel Price terhadap Consumer Loyalty (6) Customer Satisfaction mampu memediasi pengaruh variabel Experiential Marketing terhadap Consumer Loyalty (7) Customer Satisfaction berpengaruh terhadap Consumer Loyalty.
Kata Kunci :Differentiation Strategy, Price, Experiential Marketing, Customer Satisfaction, Consumer Loyalty

Item Type: Thesis (Skripsi (S1))
Uncontrolled Keywords: DIFFERENTIATION STRATEGY, PRICE, EXPERIENTIAL MARKETING, CUSTOMER SATISFACTION, CONSUMER LOYALTY
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Management
Depositing User: fe . userfe
Date Deposited: 20 Mar 2023 02:48
Last Modified: 20 Mar 2023 02:48
URI: https://eprints.umpo.ac.id/id/eprint/11355

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