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This Author published in this journals
All Journal JURNAL ECONOMIA MANAJERIAL Journal of Economic, Bussines and Accounting (COSTING) International Journal of Social Science and Business
Rudi Yacub
Universitas Putra Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : International Journal of Social Science and Business

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The Effect of Experiential Marketing and Emotional Marketing on Customer Loyalty in “LGS” Showroom Yacub, Rudi; Saleh, Khaerul; Putra, Maha
International Journal of Social Science and Business Vol 6, No 1 (2022): February
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v6i1.44612

Abstract

Along with rapid development of transportation, increasingly fierce competition also encourages business people to continue to innovate in making marketing strategies in order to attract customers attention and maintain customers loyalty. Customers not only appraise product and service based on its quality, but also through marketing strategies. Marketing strategies can be carried out aggressively through experiential approach and emotional approach to customers. This study aims to examine the effect of experiential marketing and emotional marketing on loyalty of LGS showroom customers. The sampling method used was non-probability sampling with purposive sampling type. The population in this study was 230 LGS showroom customers in the last three years. Meanwhile, the sample in this study was 70 LGS showroom customers who had made repeated purchases. The data collection conducted  by distributing questionnaires. This study employed multiple linear regression data processing that had met the requirements of validity, reliability, and partial hypothesis testing t-test, with the Statistical Product and Service Solution program (SPSS version 24). This result found that experiential marketing and emotional marketing significantly affect customer loyalty in “LGS” showroom
The Effect of Experiential Marketing and Emotional Marketing on Customer Loyalty in “LGS” Showroom Rudi Yacub; Khaerul Saleh; Maha Putra
International Journal of Social Science and Business Vol. 6 No. 1 (2022): February
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v6i1.44612

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.
Co-Authors Herlina Herlina Irfan Sophan Himawan Khaerul Saleh Maha Putra Mustajab, Wahyu Putra, Maha Saleh, Khaerul