Jurnal Manajerial Bisnis
Vol 3 No 3 (2020): Jurnal Manajerial Bisnis

PENGARUH SERVICE MARKETING DAN EXPERIENTAL MARKETING TERHADAP CUSTOMER LOYALITY MELALUI CUSTOMER SATISFACTION PADA PELANGGAN MERK TOYOTA DI SURABAYA BARAT

jurnalpps pps (Unknown)
Rio Budi Dwitama (Unknown)
Indra Prasetyo (Unknown)
Nugroho Mardi Wibowo (Unknown)

Article Info

Publish Date
20 Apr 2020

Abstract

This study aims to determine the effect of Service Marketing and Marketing Experiences on consumer loyalty through Toyota customer satisfaction in West Surabaya. This research is an explanatory study with a quantitative approach. The results of observations on 96 respondents were analyzed using path analys, and it can be concluded that Service Marketing and Experiential Marketing directly influence the Customer Loyalty of Toyota customers in West Surabaya. The other results show that Service Marketing and Experiential Marketing through Customer Satisfaction have a significant effect on the customer loyalty of Toyota customers in West Surabaya.Keywords: service marketing, experiental marketing, customer loyality, customer satisfaction

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Journal Info
Jurnal Manajerial Bisnis
Website

Abbrev

mm

Publisher

Universitas Wijaya Putra Surabaya

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

Description

Tujuan dari Jurnal Manajerial Bisnis Program Pascasarjana Universitas Wijaya Putra Surabaya adalah untuk mendorong penyebaran yang lebih luas hasil-hasil penelitian ilmiah sistematis di bidang manajemen dan bisnis. Jurnal Manajerial Bisnis Program Pascasarjana Universitas Wijaya Putra Surabaya ...