Journal of Islamic Economics
Vol 3, No 2 (2023)

Pengaruh Experiential Marketing dan Emotional Marketing Terhadap Loyalitas Pelanggan dengan Kepuasan Sebagai Variabel Intervening pada Platform E-Commerce Tokopedia

Fauziah Aqmarina (UIN K.H. Abdurrahman Wahid Pekalongan)
Husni Awali (UIN K.H. Abdurrahman Wahid Pekalongan)

Article Info

Publish Date
25 Oct 2023

Abstract

Introduction: This research aims to analyze the effect of experiential marketing and emotional marketing on the loyalty of generation Z Muslim customers through satisfaction on the Tokopedia e-commerce platform in Bandar District, Batang Regency. Research Methods: The analytical method used in this research is quantitative analysis method. The population in this study is Tokopedia's Muslim e-commerce customers belonging to Generation Z aged 20-24 years in Bandar District. The total population is 6,568 thousand people. Results: The results of this study indicate that experiential marketing and emotional marketing affect the loyalty of generation Z Muslim customers through satisfaction on the Tokopedia e-commerce platform in Bandar District, Batang Regency. Based on the research, it was found that the people of Bandar Sub-district belonging to Generation Z, aged 20-24 years, use Tokopedia continuously because they are influenced by the experiential marketing and emotional marketing strategies carried out by Tokopedia.

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Journal of Islamic Economics
Website

Abbrev

joie

Publisher

Institusi Agama Islam Negeri Ponorogo

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Description

Journal of Journal of Islamic Economics (JoIE) is open access, peer-reviewed journal whose objectives is to publish original research papers related to the Indonesian and international economy, economics policies and business issues. This journal is also dedicated to disseminating the published ...