PENGARUH EXPERIENTIAL MARKETING DAN BRAND TRUST TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Survei Pada Pelanggan KFC Cabang Kawi Malang) - Oddy Adam Noegroho (Fakultas Ilmu Administrasi Universitas Brawijaya, 2013)
Penelitian ini bertujuan untuk mengetahui pengaruh Experiential Marketing dan Brand Trust terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan. Variabel eksogen yang digunakan dalam penelitian ini adalah Experiential Marketing (X1) dan Brand Trust (X2), sedangkan variabel intervening dalam penelitian ini adalah Kepuasan Pelanggan (Y1), dan variabel endogen dalam penelitian ini yaitu Loyalitas Pelanggan (Y2). Jenis penelitian yang digunakan merupakan penelitian eksplanatori dengan pendekatan kuantitatif. Lokasi penelitian ini dilakukan di KFC Cabang Malang. Metode pengumpulan data dilakukan melalui penyebaran kuesioner. Teknik analisis data yang digunakan analisis deskriptif dan analisis jalur. Hasil analisis jalur menunjukkan bahwa Variabel Experiential Marketing (X1) dan variabel Brand Trust (X2) berpengaruh terhadap variabel Loyalitas Pelanggan (Y2) melalui variabel Kepuasan Pelanggan (Y1). Kata kunci : Experiential Marketing, Brand Trust, Kepuasan Pelanggan, Loyalitas Pelanggan Abstract This research aims to know the influence of Experiential Marketing and Brand Trust on The Customer Satisfaction and Customer Loyalty. The Exogenous variables that used in the research were Experiential Marketing (X1) and Brand Trust (X2), while the intervening variable in the research was Customer Satisfaction (Y1) and endogenous variable that used in the research was Customer Loyalty (Y2). The research’s type that used was explanatory research with quantitative approach. The research location was at KFC Kawi of Malang Branch. The data collection method that used was through questionnaire. Data analysis technique that used was descriptive analysis and path analysis. Results of path analysis showed that The Experiential Marketing Variables (X1) and variable Brand Trust (X2) influence the Customer Loyalty variable (Y2) through Customer Satisfaction variable (Y1). Keywords : Experiential Marketing, Brand Trust, Customer Satisfaction, Customer Loyalty