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

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Pengaruh Experiential Marketing dan Emotional Marketing Terhadap Loyalitas Pelanggan dengan Kepuasan Sebagai Variabel Intervening pada Platform E-Commerce Tokopedia Aqmarina, Fauziah; Awali, Husni
Journal of Islamic Economics (JoIE) Vol. 3 No. 2 (2023)
Publisher : Prodi Ekonomi Syariah Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Negeri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21154/joie.v3i2.7049

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.
Pengaruh Experiential Marketing dan Emotional Marketing Terhadap Loyalitas Pelanggan dengan Kepuasan Sebagai Variabel Intervening pada Platform E-Commerce Tokopedia Aqmarina, Fauziah; Awali, Husni
Journal of Islamic Economics (JoIE) Vol. 3 No. 2 (2023)
Publisher : Prodi Ekonomi Syariah Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Negeri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21154/joie.v3i2.7049

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.
Co-Authors Husni Awali