PENGARUH EXPERIENTIAL MARKETING DAN EMOTIONAL MARKETING TERHADAP BRAND LOYALTY (Survei pada Konsumen Smartphone Samsung di Indonesia dan Malaysia) - Geraldo Gunawan; Yusri Abdillah; Lusy Deasyana Rahma Devita (Fakultas Ilmu Administrasi Universitas Brawijaya, 2018)
The aims of this research are (1) identifying and explaining the influence of experiential marketing toward brand loyalty, (2) identifying and explaining the influence of emotional marketing toward brand loyalty, (3) identifying and explaining the influence of experiential marketing dan emotional marketing toward brand loyalty together, (4) identifying and explaining whether Indonesian and Malaysian Consumers have different perspective about the influence of experiential marketing and emotional marketing toward brand loyalty.This research is an explanatory research and using quantitative approach. The sampling method of this research was purposive sampling. Questionnaire were used in order to gather the data from 120 respondent. Descriptive analysis, multiple regression analysis, and independent sample t test were used in order to analyze the data. The results of this research were experiential marketing affected significantly towards brand loyalty, emotional marketing affected significantly toward brand loyalty, experiential marketing and emotional marketing have an effect on brand loyalty together, and there’s a different perspective among Indonesian dan Malaysian consumers about the influence of experiential marketing and emotional marketing toward brand loyalty. Keywords: experiential marketing, emotional marketing, brand loyalty ABSTRAK Penelitian ini memiliki tujuan untuk (1) mengetahui dan menjelaskan pengaruh experiential marketing terhadap brand loyalty, (2) mengetahui dan menjelaskan pengaruh emotional marketing terhadap brand loyalty, (3) mengetahui dan menjelaskan pengaruh experiential marketing dan emotional marketing terhadap brand loyalty secara bersama-sama, (4) mengetahui dan menjelaskan ada atau tidaknya perbedaan persepsi mengenai pengaruh experiential marketing dan emotional marketing terhadap brand loyalty antara konsumen di Indonesia dan di Malaysia.Penelitian ini merupakan penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Penentuan jumlah penelitian ini menggunakan purposive sampling. Sampel dari penelitian ini adalah 120 orang responden dan untuk pengumpulan data menggunakan kuesioner. Teknik analisis yang digunakan adalah analisis deskriptif, analisis regresi berganda dan independent sample t test.Hasil penelitian ini menunjukkan bahwa experiential marketing memiliki pengaruh yang signifikan terhadap brand loyalty, emotional marketing memiliki pengaruh yang signifikan terhadap brand loyalty, experiential marketing dan emotional marketing berpengaruh terhadap brand loyalty secara bersama-sama, dan terdapat perbedaan persepsi mengenai pengaruh experiential marketing dan emotional marketing terhadapt brand loyalty antara konsumen di Indonesia dan Malaysia. Kata Kunci: experiential marketing, emotional marketing, brand loyalty