PENGARUH PENGALAMAN PEMASARAN (EXPERIENTIAL MARKETING) MELALUI CITRA MEREK TERHADAP LOYALITAS MEREK PADA USAHA KERUPUK A15 KEC. KALIWUNGU SELATAN, KAB. KENDAL

'Aisy, Rihhadotul (2023) PENGARUH PENGALAMAN PEMASARAN (EXPERIENTIAL MARKETING) MELALUI CITRA MEREK TERHADAP LOYALITAS MEREK PADA USAHA KERUPUK A15 KEC. KALIWUNGU SELATAN, KAB. KENDAL. Other thesis, STIE Bank BPD Jateng.

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Abstract

Indonesia has the potential to absorb labor and business actors which is quite high. The increase in small business actors each year has increased quite significantly with the majority of businesses engaged in the food sector. Crackers are one type of food that is often found, crackers are one of the foods that are quite often sought whenever and wherever. This research was conducted to analyze the effect of experiential marketing on brand image. The method used is quantitative method by distributing questionnaires. The number of samples in this study were 100 respondents who were consumers of A15 cracker products who had made at least 3 purchases and were aged 17 and over. The sampling technique used is purposive sampling with nonprobability sampling technique. Calculations in this study were assisted by using the Smart PLS software application. The results of this study indicate that experiential marketing has a positive and significant effect on brand image, experiential marketing does not have a positive and significant effect on brand loyalty, and brand image has a positive and significant effect on brand loyalty.

Item Type:	Thesis (Other)
Additional Information:	Indonesia memiliki potensi daya serap tenaga kerja dan pelaku usaha yang cukup tinggi. Peningkatan pelaku usaha kecil tiap tahunnya meningkat cukup signifikan dengan mayoritas usaha yang bergerak pada sektor makanan. Kerupuk menjadi salah satu jenis makanan yang sering dijumpai, kerupuk merupakan salah satu makanan yang cukup sering dicari kapanpun dan dimanapun. Penelitian ini dilakukan untuk menganalisa pengaruh experiential marketing terhadap melalui citra merek. Metode yang digunakan yaitu metode kuantitatif melalui penyebaran kuesioner. Jumlah sampel pada penelitian ini yaitu sebanyak 100 responden yang merupakan konsumen produk kerupuk A15 yang telah melakukan minimal 3x pembelian dan berusia 17 keatas. Teknik sampling yang digunakan yaitu purposive sampling dengan teknik nonprobability sampling. Perhitungan pada penelitian ini dibantu dengan menggunakan aplikasi software Smart PLS. Hasil dari penelitian ini menunjukkan bahwa experiential marketing berpengaruh positif dan signifikan terhadap citra merek, experiential marketing tidak memiliki pengaruh positif dan signifikan terhadap loyalitas merek, dan citra merek berpengaruh positif dan signifikan terhadap loyalitas merek.
Uncontrolled Keywords:	experiential marketing, citra merek, loyalitas merek
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	04 Jul 2023 02:01
Last Modified:	04 Jul 2023 02:01
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1079

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