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Journal : Journal of Business Strategy and Execution

PENGUKURAN CUSTOMER LOYALTY MELALUI ANALISIS EXPERIENTIAL MARKETING, SERVICE QUALITY DAN BRAND IMAGE DENGAN CUSTOMER VALUE SEBAGAI VARIABLE INTERVENING Natalia, Natalia; Putra, Andriansyah Sumanto; Melati, Ina
Journal of Business Strategy and Execution Vol 6, No 2 (2014): Publish on June 2014
Publisher : Bina Nusantara University

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Abstract

This observation is done to find out how much the experiential marketing, service quality and brand image has influenced the customer value and the effect to the customer loyalty of Kereta Api Argo Bromo Anggrek relation Jakarta-Surabaya. The problem that Kereta Api Argo Bromo is facing is that there is a decreasing of passenger’s volume since the last 5 years and the low income compared to the other executive train in the previous period. Analysis of studies using path analysis where the data was obtained through deployment to 145 customers Argo Bromo Anggrek Train relationships Jakarta - Surabaya with random sampling techniques of probability sampling. The results achieved are experiential marketing, service quality and brand image has a significant effect simultaneously to customer value. experiential marketing, service quality, brand image and customer value has a significant effect on customer loyalty. Partially, service quality does not have a significant effect on customer loyalty.
Co-Authors Achmad Fauzi Agustinus Jarak Patandean Ahmad Swandi Alim, Muh Chandra Andi Marini Indriani, Andi Marini Andini, Sekar Asti Andriansyah Sumanto Putra, Andriansyah Sumanto Anggelia, Shilvy Annetta Gunawan Arif Muchyidin Atikah, T. A. Azis, Adek Cerah Kurnia Batter, Sherly Rudianti Beby Astri Tarigan Billy Harland, Yoshua Bintal Amin Bonaraja Purba Butarbutar, Marisi Cecilia Esti Nugraheni Cooky Tri Adhikara, Cooky Tri Darwin Lie Dian Kurnianingrum, Dian Efendi Efendi Farida Tampubolon, Lindawati Febrianti, Erni Ginting, Agustaria H, INDAH AZZAHRA. hakim, husnul Haryadi Sarjono Hendra Setiawan Herlina Lusmeida Ian Kurniawan Ilman, Nur Ina Melati, Ina Indah Pangesti, Salma Indra, Elrika Iriyadi Iriyadi Irwan Irwan Kandacong, Rika Kurnia Karimah, Umi Karuna Ernesto, Thedy Karyana Hutomo, Karyana Kelly, Grace Khairuddin Tampubolon Laurent, Margareth Lidya, Lidya Lumbantoruan, Ratnawaty Marvin, Josua MESRA MESRA, MESRA Metrolitania, Metrolitania Muhammad Abdi, Muhammad Mulyono Mulyono Nur Afni Safarina, Nur Afni Nurwahita, Nurwahita Pri Hermawan Purnasari, Nina Rianda Elvinawanty Rita Rita, Rita Sahariah, Sahariah Sahriana, Sahriana Saryatmo, Mohammad Agung Sebayang, Rosnita Shelviana, Shelviana Shenny Oktoriana Shirley Agusthina, Shirley Sihombing, Runggu Sinaga, Annisa Nauli Sinulingga, Sam Deva Nasra Sirait, Respa Siregar, Fahmi Apriyansyah Subagyo Subagyo Sugito - Supardal Supardal, Supardal Surbakti, Nadia Surya Wibawa, Surya Sutanto, Bahtiyar Heru Swastika, Amira Fide Syahrudi, Syahrudi Utomo, Gunaedy Wahid, Sirojudin Waruwu, Etnasius Wi, Peng Widharto, Fadhlih Cahyadi Wijaya, Jefina Xevyra, Fanni YULIANA, RINDI ASTIKA Yumielda, Vivi Destri Zai, Brigita Zsazsa, Cut Sah Kha Mei