Diponegoro Journal of Management
Volume 4, Nomor 2, Tahun 2015

ANALISIS PENGARUH EXPERIENTIAL MARKETING DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN UNTUK MENDORONG MINAT BELI ULANG (Studi pada Member Sanggar Senam Kharisma Semarang)

Alfa Lionora, Clarisa (Unknown)
Santosa, Suryono Budi (Unknown)

Article Info

Publish Date
28 May 2015

Abstract

This study was conducted at a gymnasium that called Kharisma, which is located in Banyumanik, Semarang. Existing data on the gymnasium Kharisma shows a decreasing number of members in 2013-1014. This study aims to determine whether experiential marketing and service quality on customer satisfaction influece repurchase intention.The sample used in this research is a 150 member of gymnasium Kharisma. Data analysis methods used in this study is quantitative method and analyzed using multiple linear regressions.The results of the research shows that experiential marketing  and service quality have  a  positive  impact  to  customer  satisfaction with  the  regression  coefficient  Y1= 0,659X1  +  0,201X2.  While customer  satisfaction  is  also  has  a  positive  impact  to repurchase intention on the value of the regression coefficient Y2 = 0,957Y1

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Journal Info
Diponegoro Journal of Management
Website

Abbrev

djom

Publisher

Universitas Diponegoro

Subject

Decision Sciences, Operations Research & Management

Description

Media publikasi karya ilmiah lulusan S1 Prodi Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro yang memuat berbagai hasil penelitian maupun kajian mengenai manajemen keuangan, manajemen sumber daya manusia, manajemen pemasaran, manajemen strategik dan manajemen ...