The Effect of Experiential Marketing and Brand Image on Customer Satisfaction

2020 ◽  
Vol 4 (2) ◽  
pp. 164-175
Author(s):  
Syafira Dzikria Alfiani ◽  
Indira Rachmawati
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Brand Image ◽  
Equation Modeling ◽  
Experiential Marketing ◽  
Analysis Technique ◽  
Unique Experience ◽  
A Company

Consumer satisfaction is important for a company. In an effort to meet customer satisfaction, many efforts can be done such as providing an unforgettable experience for consumers and creating a good brand image in the eyes of consumers. Garuda Indonesia is a company that applies the Garuda Indonesia Experience concept, which is a concept that is applied to provide a unique experience in an effort to gain customer satisfaction. This research method uses quantitative methods with purposive sampling and takes a total of 400 samples obtained through Google Form. The data analysis technique used is Structural Equation Modeling with LISREL. Based on the results of this study, the results show that experiential marketing has a positive and significant effect on customer satisfaction, brand image has a positive and significant effect on customer satisfaction, and experiential marketing and brand image have an effect on simultaneously customer satisfaction of Garuda Indonesia airlines.

scholarly journals Building customer loyalty for light steel products “Kencana Truss” in Bali

2019 ◽  
Vol 6 (4) ◽  
pp. 156-168
Author(s):  
I Komang Adi Dana Wijaya ◽  
Ni Wayan Sri Suprapti
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Brand Trust ◽  
Significant Positive Effect ◽  
Analysis Technique ◽  
Positive Effect

The purpose of this study is to explain the effect of product quality on customer satisfaction mediated by brand image and brand trust, ultimately determining customer loyalty. The questionnaire distributed 175 copies to the users of Kencana Truss light steel in Bali Province, but valid for processing 133 copies. Data were analyzed using SEM (Structural Equation Modeling) analysis technique. The results of this study found that variable product quality, brand image, and brand trust have a significant positive effect on customer satisfaction. Customer satisfaction variables have a significant positive effect on customer loyalty. Variable brand image and brand trust, significantly mediate the effect of product quality on customer satisfaction. Similarly, customer satisfaction mediates the effect of brand image and brand trust on customer loyalty. The implications of the results of this study indicate that product quality is found as a major factor in increasing customer satisfaction which ultimately results in customer loyalty. Providers of light steel products should pay special attention to product quality, so customer satisfaction and loyalty can be maintained.

scholarly journals The Effect of Experiential Marketing and Paylater Features on Customer Satisfaction and Repeat Interest

2021 ◽  
Vol 1 (5) ◽  
pp. 263-279
Author(s):  
Dhandy Dwi Yustica
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Quantitative Methods ◽  
Coefficient Of Determination ◽  
Validity And Reliability ◽  
Experiential Marketing ◽  
Analysis Technique ◽  
Negative Effect ◽  
Marketing Variables ◽  
Positive Effect

This study aims to determine whether experiential marketing and PayLater features on the Gojek application have on consumer satisfaction and their impact on repurchase interest. The data analysis technique uses path analysis and uses quantitative methods. Quantitative methods include validity and reliability, classic assumption tests, t-test trials, F tests, and the coefficient of determination (R2). The number of samples used in this study were 100 respondents. The results of the study indicate that experiential marketing has a significant positive effect on customer satisfaction, the PayLater feature also has a positive effect on customer satisfaction, and the two independent variables simultaneously have a positive effect on customer satisfaction. The findings also show that experiential marketing has a positive effect on repurchase interest, consumer satisfaction has a positive effect on repurchase interest, and different results are shown by the PayLater feature which has a negative effect on repurchase interest. Simultaneously, experiential marketing variables, PayLater features, and customer satisfaction have a positive effect on repurchase interest.

scholarly journals Pengaruh Kualitas Layanan Dan Citra Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Pelanggan Jasa JNE Di Yogyakarta

2021 ◽  
Vol 9 (2) ◽  
pp. 81-90
Author(s):  
Putri Wulandari ◽  
Heru Tri Sutiono ◽  
Sri Kussujaniatun
Keyword(s):  
Structural Equation Modeling ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Service ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Descriptive Analysis ◽  
Equation Modeling ◽  
Analysis Technique

The purpose of this study is to analyze the effect of service quality and brand image on customer loyalty through customer satisfaction to customer service JNE in Yogyakarta. The method used was purposive sampling, with the sampling of the population is based on certain criteria namely JNE service customer in Yogyakarta have used JNE service at least 2 times. The sample in this study were 270 respondents. Data analysis methods include descriptive analysis and quanitative analysis using the SEM (Structural Equation Modeling),an analysis technique based on PLS (Structural Equation Modeling). The result of this study prove that (1) service quality has a positive and significant effect on customer satisfaction (2) brand image service quality has a positive and significant effect on customer satisfaction (3) service quality has a positive and significant effect on customer loyalty (4) brand image has a positive and significant effect on customer loyalty (5) customer satisfaction has a positive and significant effect on customer loyalty (6) service quality has a positive and significant effect on customer loyalty through customer satisfaction (7) brand image has a positive and significant effect on customer loyalty through customer satisfaction.

scholarly journals Pengaruh dari Brand Image dan Product Quality melalui Customer Satisfaction sebagai Variabel Mediator terhadap Customer Loyalty

2021 ◽  
Vol 5 (5) ◽  
pp. 488
Author(s):  
Eric Cantona
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Product Quality ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Probability Sampling ◽  
Analysis Technique ◽  
Positive Effect

The main key to the success of a business or company is none other than customer loyalty. So, the increase in customer loyalty needs to be considered. However, it is necessary to understand in advance what factors can affect the increase in customer loyalty. Customer loyalty can be influenced by several factors, including brand image, product quality, and customer satisfaction. In this research, we will discuss the influence of brand image and product quality on customer loyalty through customer satisfaction as a mediating variable for Shell fuel customers in Jakarta. Sampling using non-probability sampling with a purposive method to obtain appropriate characteristics for researchers. Respondents were 200 Shell fuel customers aged 17 - 50 years and over. The data analysis technique uses structural equation modeling. The results of this study indicate that brand image and product quality have a positive effect on customer loyalty. For the variable customer satisfaction, it can partially mediate brand image and product quality towards customer loyalty. Kunci utama dari kesuksesan suatu bisnis atau perusahaan tidak lain adalah kesetiaan daripada pelanggan. Maka, peningkatan terhadap kesetiaan pelanggan perlu untuk diperhatikan. Namun, perlu dipahami terlebih dahulu faktor-faktor apa saja yang dapat mempengaruhi peningkatkan kesetiaan pelanggan tersebut. Customer loyalty dapat dipengaruhi oleh beberapa faktor antara lain seperti brand image, product quality, dan customer satisfaction. Dalam penelitian ini akan dibahas mengenai pengaruh pengaruh dari brand image dan product quality terhadap customer loyalty melalui customer satisfaction sebagai varibel mediasi pada konsumen BBM Merk Shell di Jakarta. Pengambilan sample menggunakan non-probability sampling dengan metode purposive untuk mendapatkan karakterisik yang sesuai bagi peneliti. Responden merupakan pelanggan BBM Merk Shell berusia 17 – 50 tahun ke atas sebanyak 200 responden. Teknik analisa data menggunakan pemodelan persamaan struktural. Hasil dari penelitian ini memperlihatkan bahwa brand image dan product quality berpengaruh secara positif terhadap customer loyalty. Untuk variabel customer satisfaction dapat memediasi secara parsial brand image dan product quality terhadap customer loyalty.

scholarly journals The Role of Consumer Satisfaction in Mediating Service Quality and Brand Image on Consumer Loyalty

SENTRALISASI ◽  
2020 ◽  
Vol 9 (2) ◽  
pp. 108
Author(s):  
Ramdani Bayu Putra ◽  
Fitri Yeni ◽  
Hasmaynelis Fitri ◽  
Noftalia Hutapea
Keyword(s):  
Structural Equation Modeling ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Consumer Loyalty

Tujuan dari penelitian ini adalah untuk menganalisis peran kepuasan kerja dalam memediasi pengaruh kualitas layanan dan citra merek terhadap loyalitas konsumen di Toko Sepatu Padang Holic. Populasi dan sampel penelitian adalah 80 konsumen Holic Shoes Shop Padang. Teknik pengumpulan sampel menggunakan metode sensus dengan model penelitian Structural Equation Modeling (SEM) dengan alat uji analisis menggunakan perangkat lunak SmartPLS 3. Hasil penelitian menyimpulkan bahwa kualitas layanan dan kepuasan pelanggan adalah faktor yang mempengaruhi loyalitas pelanggan. Sedangkan citra merek bukan merupakan faktor yang dapat mempengaruhi dan menentukan loyalitas pelanggan. Temuan lain juga menunjukkan bahwa kualitas layanan juga merupakan faktor yang mempengaruhi kepuasan pelanggan, sedangkan citra merek masih merupakan faktor yang tidak mempengaruhi kepuasan konsumen. Untuk efek tidak langsung, kualitas layanan mempengaruhi loyalitas pelanggan melalui kepuasan pelanggan sementara citra merek tidak memiliki pengaruh yang signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan. The purpose of this study is to analyze the role of job satisfaction in mediating the effect of service quality and brand image on consumer loyalty at the Holic Padang Shoe Store. The population and sample of the study were 80 consumers of Holic Padang Shoes Shop. The sample collection technique is used the census method with Structural Equation Modeling (SEM) research models with SmartPLS software tools. The results of the study concluded that service quality and customer satisfaction are factors that influence customer loyalty. While brand image is not a factor that can influence and determine customer loyalty. Other findings also indicate that service quality is also a factor influencing customer satisfaction, while brand image is still a factor that does not affect consumer satisfaction. For indirect effects, service quality affects customer loyalty through customer satisfaction while brand image does not have a significant effect on customer loyalty through customer satisfaction.

scholarly journals What Effects Repurchase Intention of Online Shopping

2017 ◽  
Vol 10 (12) ◽  
pp. 113 ◽  
Author(s):  
Lily Suhaily ◽  
Yasintha Soelasih
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Structural Equation ◽  
Online Shopping ◽  
Negative Influence ◽  
Equation Modeling ◽  
The Internet ◽  
Repurchase Intention ◽  
Experiential Marketing ◽  
Price Perception

The development of the internet raises opportunities for the marketing of a product and bring new forms for retail transactions, one of which is online shopping.  Furthermore with the Internet, online consumers more easily gain access to information and they offered a wide variety of products and services that can be selected at competitive prices. The purpose of this study is to determine whether there is influence of E-Service Quality, Price Perception and Experiential Marketing to Repurchase Intention which mediated by Customer Satisfaction in On-line Shopping. The amount of samples is 180 respondents. Questionnaires were distributed to respondents who have shopped using online shopping with random sampling method. This study uses data analysis of Structural Equation Modeling by using Lisrel software. The result showed that there is the influence of e-service quality to customer satisfaction and to repurchase intention, while repurchase intention has negative influence occurs. Furthermore, price has no influence to customer satisfaction but has an influence to repurchase intention. Experiential marketing has no influence to customer satisfaction and repurchase intention. Customer satifaction has positive effect on repurchase intention. The effect of e-service quality and experiential marketing through customer satisfaction as mediation variable has no influence to repurchase intention, while price perception influence to repurchase intention.

scholarly journals Pengaruh Pengelolaan Kualitas Layanan Melalui Program Pertamina Way terhadap Kepuasan Konsumen dan Dampaknya pada Citra SPBU Pertamina (Studi pada SPBU Pasti Pas di Surabaya)

2018 ◽  
Vol 2 (2) ◽  
pp. 107
Author(s):  
SRI SETYO IRIANI ◽  
PUGUH YULIANTO
Keyword(s):  
Quality Management ◽  
Service Quality ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Brand Image ◽  
Value Added ◽  
Equation Modeling ◽  
Retail Service ◽  
Service Quality Management ◽  
Quota Sampling

Since 2007, BBM industry retail in Indonesia has been entered free trade. This make Pertamina do service quality management to entire SPBU Pertamina through Pertamina Way Program. Pertamina way is five standard operational elements which have to be reached by every SPBU Pertamina for consumers. Five elements its self consisted of: 1) Well trained and motivated staff, 2) quality and quantity assurance, 3) well-maintained equipment and facility, 4) consistent  physical format, 5) as well as product offerings and value-added services. Service quality in this study is measured by dimensions of retail service quality according to Dabholkar, et al (1996) is consisted of: physical aspects, reliability, personal interaction, problem solving, and policy. This research purpose are: 1) to determine consumer perceptions of service quality at SPBU Pertamina with Pasti Pas logo in Surabaya, 2) to determine the influence of service quality management through Pertamina Way program to consumer satisfaction SPBU Pertamina with Pasti Pas logo in Surabaya, 3) to determine whether consumer satisfaction will have an impact on the brand image of SPBU Pertamina in Surabaya, 4) to determine the influence of service quality management through Pertamina Way programs is influenced to the brand image of SPBU Pertamina in Surabaya. The sample in this study is the consumer of 48 SPBU Pertamina Pasti Pas logo in Surabaya is consisted of 200 respondents. Sample decision techniques used non probability sampling with accidental sampling method and quota sampling. Data analysis technique used Structural Equation Modeling (SEM) by software AMOS 16.0 and SPSS 16.0. From the results of the analysis note that: 1) consumer have a positive perception of service quality at SPBU Pertamina with Pasti Pas logo in Surabaya, 2) service quality management is influenced significantly to consumer satisfaction of SPBU Pertamina with Pasti Pas logo in Surabaya, 3) customer satisfaction does not affect significantly to the image of SPBU Pertamina in Surabaya, 4) service quality management is influenced significantly to the image of SPBU Pertamina in Surabaya.

scholarly journals Pengaruh Citra Merek dan Kualitas Produk Terhadap Kepuasan dan Loyalitas Pelanggan

2020 ◽  
Vol 4 (2) ◽  
pp. 231-240
Author(s):  
Eka Sapitri ◽  
Sampurno Sampurno ◽  
Iha Hayani
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Brand Image ◽  
Equation Modeling ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
T Values

This study aims to determine the effect of brand image and product quality on customer satisfaction which has an impact on customer loyalty, especially for telon oil baby care products. The hypothesis used in this study: Brand Image influences Customer Satisfaction, Product Quality influences Customer Satisfaction, Brand Image influences Customer Loyalty, Product Quality influences Customer Loyalty, Customer Satisfaction influences customer loyalty. Research data were collected using a questionnaire distributed to respondents. The population in this study were mothers who have babies <4 years old who use Cussons Baby Telon Oil in the DKI Jakarta area. The sampling method used in this study is non probability sampling with purposive sampling technique. The number of samples in this study were 133 respondents. Data analysis uses SEM (Structural Equation Modeling) version 8.7 that meets the Goodness of Fit criteria. The results of the study concluded that there is an influence between the variables Brand Image and Product Quality on Customer Satisfaction with t values ​​of 6.89 and 5.68, respectively. The influence of Brand Image and Product Quality on Customer Loyalty with t values ​​of 2.00 and 2.71, respectively. The influence of Customer Satisfaction on Customer Loyalty with a value of t 3.06. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan kualitas produk terhadap kepuasan pelanggan yang berdampak pada loyalitas pelanggan khususnya untuk produk perawatan bayi minyak telon. Hipotesis yang digunakan dalam penelitian ini: Citra Merek berpengaruh terhadap Kepuasan Pelanggan, Kualitas Produk berpengaruh terhadap Kepuasan Pelanggan, Citra Merek berpengaruh terhadap Loyalitas Pelanggan, Kualitas Produk berpengaruh terhadap Loyalitas Pelanggan, Kepuasan Pelanggan berpengaruh terhadap loyalitas pelanggan. Data penelitian dikumpulkan dengan menggunakan kuesioner yang disebarkan pada responden. Populasi dalam penelitian ini adalah ibu-ibu yang memiliki bayi umur <4 tahun yang menggunakan Minyak Telon Cussons Baby di wilayah DKI Jakarta. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah non probability sampling dengan tehnik pengambilan purposive sampling. Jumlah sampel pada penelitian ini adalah 133 responden. Analisis data menggunakan SEM (Structural Equation Modelling) versi 8.7 yang memenuhi kriteria Goodness of Fit. Hasil penelitian menyimpulkan bahwa adanya pengaruh antar variabel Citra Merek dan Kualitas Produk terhadap Kepuasan Pelanggan dengan nilai t masing-masing 6,89 dan 5,68. Adanya pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas Pelanggan dengan nilai t masing-masing 2,00 dan 2,71. Adanya pengaruh Kepuasan Pelanggan terhadap Loyalitas Pelanggan dengan nilai t 3,06. Kata Kunci : Citra Merek, Kualitas Produk, Kepuasan Pelanggan, Loyalitas Pelanggan, Cussons, SEM

scholarly journals The Effect of Ease of Transaction and Service Quality on Purchasing Decisions Mediated by Consumer Satisfaction (Studies on Okeped Jabodetabek Users).

2021 ◽  
Vol 19 (2) ◽  
pp. 33
Author(s):  
Melitina Tecoalu ◽  
Soegeng Wahyoedi ◽  
Edward Kustiawan
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Data Collection Process

This study aims to determine the effect of ease of transaction and service quality on customer satisfaction in purchasing decision making. In this study using a sample of 100 respondents using convience sampling non profitability. Data obtained through questionnaires, the data collection process in this study is Structural Equation Modeling (SEM) with the SmartPLS (Partial Least Square) 3.0 program to determine the relationship between the effect of Ease of Transaction, Service Quality on Purchasing Decisions and Consumer Satisfaction as a mediating variable.The results of the hypothesis that there are 4 accepted and 3 rejected after being tested by hypothesis testing is done using the probability value and the t statistic. So in the hypothesis acceptance criteria t-statistic> t-table. Ease of transaction affects customer satisfaction, so the hypothesis is accepted. Service quality affects customer satisfaction, so the hypothesis is accepted. Ease of transaction affects purchasing decisions, so the hypothesis is accepted. Service quality affects purchasing decisions, so the hypothesis is accepted. Consumer satisfaction has no effect on purchasing decisions, so the hypothesis is rejected. The service quality on purchasing decisions is not mediated by consumer satisfaction well so that the hypothesis is rejected. Ease of transaction on purchasing decisions is not mediated in consumer satisfaction well, so the hypothesis is rejected. In this study, it is explained that the purchasing decision is not well mediated by consumer satisfaction so that consumers who do not reach their expectations feel dissatisfied, which leads to not making purchasing decisions on Okeped.

scholarly journals THE EFFECT OF SERVICE QUALITY AND PERCEPTION OF FINANCING MARGINS ON FINANCING DECISIONS AND ITS IMPACT ON CUSTOMER SATISFACTION

2021 ◽  
Vol 3 (1) ◽  
pp. 78-93
Author(s):  
Vironica Nurani Yonatan ◽  
Mohamad Rizan ◽  
Saparuddin Mukhtar
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Financial Services ◽  
Structural Equation ◽  
Equation Modeling ◽  
Banking Services ◽  
Financing Decisions ◽  
Analysis Technique ◽  
Start Ups

The rise of digitalization of financial services has led to the emergence of many fintech (financial techology) start-ups. However, because fintech startups have several risks, the Bank remains the main option in selecting financing / credit service products for bankable people. This research was conducted at PT Bank Syariah Mandiri with a purposive sampling method. The data was collected by distributing questionnaires using a Likert scale. The analysis technique used is Structural Equation Modeling (SEM) to calculate the effect of each variable. The results of the study reveal that service quality has a positive and significant effect on the decision to request financing, the perception of the margin of financing has a positive and significant effect on the decision on financing application, the quality of service has no positive and insignificant effect on customer satisfaction, the perception of the size of the financing margin has a positive and significant effect on satisfaction. Customer, the decision to request financing has a positive and significant effect on customer satisfaction, service quality has a positive and significant effect on customer satisfaction, which is mediated by the decision on a financing request, the perception of the size of the financing margin has a positive and significant effect on the variable of customer satisfaction, which is mediated by the variable of financing request decision. Based on the result, banking services can increase financing margins that this is can relate with customer purchasing decision.

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