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Johnny A. F Kalangi
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Experiental Marketing Terhadap Loyalitas Pelanggan Kebun Strawberry D’MOOAT Virgin M. Manengkey; Tinneke M. Tumbel; Johnny A. F Kalangi
JURNAL ADMINISTRASI BISNIS Vol. 9 No. 1 (2019): Jurnal Administrasi Bisnis
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/jab.v9.i1.64-71

Abstract

This study aims to determine the experiential effect of marketing on customer loyalty at Strawberry D'Mooat Gardens. Experiential Marketing is a marketing approach that involves the emotions and feelings of consumers by creating positive experiences. Customer loyalty is a reliable measure to predict sales growth and customer loyalty can also be defined based on constitutional buying behavior. This study uses a quantitative approach, with a sample of 50 respondents who are customers of Strawberry D’Mooat Gardens who have visited more than twice. The sampling technique in this study is to use Simple Random Sampling. The data analysis method used in this study is a simple linear analysis method which includes validity test, reliability test, hypothesis test and analytical test of the coefficient of determination. It can be seen from the results of testing statistically it can be seen clearly that the independent variable Experiential Marketing affects the dependent variable Customer Loyalty. Based on the results of the study, it shows that experiential marketing has a positive and significant effect on customer loyalty. This shows that experiential marketing is one of the determinants of Customer Loyalty because good experiential marketing will create and maintain customer loyalty.
Pengaruh Marketing Mix Terhadap Keputusan Pembelian Pada CV. Justiti Motor Lembata Oktavianus Barcelona; Tinneke M. Tumbel; Johnny A. F Kalangi
JURNAL ADMINISTRASI BISNIS Vol. 8 No. 2 (2019): Jurnal Administrasi Bisnis
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/jab.v8.i2.34-42

Abstract

Related research to study the large influence of mixed mixtures on purchasing decisions onCV. Justitia Lembata Motor can compete from several of the same companies in motorcyclesales. Partially significant for purchasing decisions. Marketing mix is a combination of fourvariables or activities which are the core of the marketing system, namely: products, pricestructures, promotional activities, and distribution systems. Consumer purchasing decisionsare the final purchases of consumers both individuals and households, who buy goods andservices for personal purchases. This research uses quantitative methods, data collectiontechniques using questionnaires. The population in this study were motorcycle buyers andcustomers at CV. Justin Motor Lembata. The sample taken was 50 respondents using simplerandom sampling technique. The research method used is simple linear regression. The 0.014constant is the same as the result of the buyer's decision to buy at 0.014% and the regressioncoefficient of the marketing mix variable is 0.667 units to one so that the purchasing decisionincreases by 0.667%.
Co-Authors Oktavianus Barcelona Tinneke M. Tumbel Virgin M. Manengkey