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Pengaruh Harga Dan Experiential Marketing Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada Konsumen General Repair PT Nasmoco Pemuda Semarang Dilla, Sri Farah; Ngatno, Ngatno
Jurnal Ilmu Administrasi Bisnis Vol 9, No 4 (2020)
Publisher : Universitas Diponegoro

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Abstract: Total of customers General Repair Service of PT Nasmoco Pemuda Semarang has fluctuated due to customer commitment changes. This study aims to determine the effect of price and experiential marketing on customer loyalty through customer satisfaction as an intervening variable in the General Repair Service of PT Nasmoco Pemuda Semarang. This research is explanatory research with an accidental sampling method before the pandemic and purposive sampling after the pandemic. It used interviews and questionnaires as a data collection technique to 100 respondents, whoever uses General Repair service at PT Nasmoco Pemuda Semarang City. The data covered area on Central Semarang, North Semarang, East Semarang , South Semarang, Gajahmungkur, and Candisari. This sub-districts are the largest contributor to the General Repair Service of PT Nasmoco Pemuda Semarang customers. This research used the SPSS 21.0 application and Sobel analysis. The Sobel test results state that customer satisfaction is able to partially mediate between price and experiential marketing on customer loyalty. The correlation coefficient of price and experiential marketing variables to customer satisfaction has a strong relationship. Company should offering some discounts to be more engaging. Other than that, to not neglect the quality of the facilities that already served at PT Nasmoco Pemuda Semarang General Repair, for example, WiFi.Keywords: Price; Experiential Marketing; Customer Satisfaction; Customer Loyalty Abstrak: Jumlah pelanggan Layanan General Repair PT Nasmoco Pemuda mengalami fluktuatif yang disebabkan adanya perubahan komitmen pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh harga dan experiential marketing terhadap loyalitas pelanggan melalui kepuasan konsumen sebagai variabel intervening pada Layanan General Repair PT Nasmoco Pemuda Semarang. Tipe penelitian ini adalah explanatory research dengan metode accidental sampling sebelum pandemi dan purposive sampling setelah pandemi. Teknik pengumpulan data menggunakan wawancara dan kuesioner kepada 100 responden yang pernah melakukan service pada layanan General Repair PT Nasmoco Pemuda Kota Semarang yang berdomisili Kecamatan Semarang Tengah, Semarang Utara, Semarang Timur, Semarang Selatan, Gajahmungkur dan Candisari. Teknik analisis data menggunakan aplikasi SPSS 21.0 serta analisis sobel. Hasil uji Sobel menyatakan bahwa kepuasan konsumen mampu memediasi parsial antara harga dan experiential marketing terhadap loyalitas pelanggan. Koefisiensi korelasi harga dan experiential marketing terhadap kepuasan konsumen memiliki hubungan yang kuat. Perusahaan hendaknya meningkatkan potongan harga yang lebih menarik dan lebih memperhatikan fasilitas yang ada pada layanan General Repair PT Nasmoco Pemuda Semarang seperti WiFi.Kata Kunci: Harga; Experiential Marketing, Kepuasan Konsumen; Loyalitas Konsumen
Pengaruh Kualitas Produk Dan Promosi Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Konsumen Maybelline Di Semarang) Olivia, Gegahertzy Rindo; Ngatno, Ngatno
Jurnal Ilmu Administrasi Bisnis Vol 10, No 1 (2021)
Publisher : Universitas Diponegoro

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Abstract

Abstract: Along with the times, cosmetics seem to be a primary need for some women. Cosmetics are one of the most important needs for a woman. Therefore, many cosmetic companies are competing to meet customer needs by issuing product innovations. Product quality is an important factor that influences customer satisfaction creation. Product quality is a determining factor for customer satisfaction after purchasing and using a product. Maybelline's success in getting customers cannot be separated from the role of product promotion. Promotions offered are very influential on customer satisfaction, by means of marketing that are done must be able to attract every existing customer by implementing a good marketing strategy. Customer loyalty has an important role in a company, maintaining them means increasing financial performance and maintaining the survival of the company. Therefore, product quality, promotion, customer satisfaction and customer loyalty can be suspected to be the factors that cause fluctuations in Maybelline. The results showed that partially product quality contributed 60.2% of customer satisfaction, 54.5% variable customer satisfaction was influenced by promotional variables, 71.9%  variable product quality and promotion influenced customer satisfaction variables, as much as 47.7% loyalty. Customers are influenced by product quality, as much as 68.7% of the promotional variables affect the customer loyalty variable, and as much as 61% of the customer loyalty variable is influenced by the customer satisfaction variable. Based on the research results, it is recommended that Maybelline employees be more informative to customers so that customers will feel attracted to Maybelline products. Besides that, Maybelline can also make a product innovation so that customers are more interested in buying Maybelline products. Keywords: Product Quality; Promotion; Customer Loyalty; and Customer Satisfaction. Abstrak:. Kualitas produk, menjadi faktor penting yang berpengaruh dalam penciptaan kepuasan pelanggan. Kualitas produk merupakan faktor penentu kepuasan pelanggan setelah melakukan pembelian dan pemakaian terhadap suatu produk. Kesuksesan Maybelline mendapatkan pelanggan tidak lepas dari peran promosi produk. Promosi yang ditawarkan sangat berpengaruh terhadap kepuasan pelanggan, dengan cara-cara pemasaran yang dilakukan harus dapat menarik setiap konsumen yang ada dengan melakukan strategi pemasaran yang baik. Loyalitas pelanggan memiliki peranan penting dalam sebuah perusahaan, mempertahankan mereka berarti meningkatkan kinerja keuangan dan mempertahankan kelangsungan hidup perusahaan. Maka dari itu, kualitas produk, promosi, kepuasan pelanggan dan loyalitas pelanggan dapat diduga menjadi factor penyebab fluktuasi pada Maybelline. Hasil penelitian menunjukan bahwa secara parsial kualitas produk menyumbang sebesar 60,2% dari kepuasan pelanggan, 54,5% variabel kepuasan pelanggan dipengaruhi oleh variabel promosi, 71,9% variabel kualitas produk dan promosi mempengaruhi variabel kepuasan pelanggan, sebanyak 47,7% loyalitas pelanggan dipengaruhi oleh kualitas produk, sebanyak 68,7% variable promosi mempengaruhi variable loyalitas pelanggan, dan sebanyak 61% variable loyalitas pelanggan dipengaruhi variabel kepuasan pelanggan. Berdasarkan hasil penelitian, maka disarankan supaya pegawai Maybelline lebih informative kepada pelanggan sehingga pelanggan akan merasa tertarik kepada produk Maybelline. Selain itu Maybelline juga dapat membuat suatu inovasi produk agar pelanggan lebih tertarik untuk membeli produk Maybelline. Kata Kunci : Kualitas Produk; Promosi; Loyalitas Pelanggan; dan Kepuasan Pelanggan
Co-Authors Agus Hermani Ardhito Katon Bagaskara, Ardhito Katon Ari Pradhanawati Ciptowening, Adhi Kurniawan Dilla, Sri Farah Eko Prihanto, Eko Fahmi Rezqa Afifi, Fahmi Rezqa Gultom, Melky Lisdiani, Vendriana Marthalova, Rani Atika Mustamu, Elijah Joel Narendra Bagaskara, Nicodemus Nawazirul Lubis Nur Amalia Zulfa Olivia, Gegahertzy Rindo Pradipta, Alvidy Brilian Rachmi Murti, Canta Lalita Reni Shinta Dewi Rodhiyah Rodhiyah Salvandi Qito Pratama Sofi Nurul Ghoini, Sofi Nurul Sri Suryoko Tunggal, Cecilia Audrey Tyas Rooswitasari, Tyas Yogia Dana Mandhala, Yogia Dana