Wednesday, June 6, 2012

STUDI TENTANG EXPERIENTIAL MARKETING UNTUK MENINGKATKAN LOYALITAS NASABAH (Studi empiris pada PT. Bank Bukopin Tbk Cabang Pandanaran, Semarang)

ABSTRACT
The purpose of this research is to test the influences of service attribute advantage, customer value and company image toward experiental marketing and it’s effect to improvement of customer loyalty. The usage of these variables is able to solve the arising problem within Bank Bukopin Pandanaran Semarang branches. The samples of this research consisted of a hundred customer’s on Bank Bukopin Pandanaran Semarang branches. Structural Equation Modeling (SEM) was run by an AMOS software for data analysis.
The result of the analysis showed that service attribute advantage, customer value and company image contributes an positive influence, which is significant to experiental marketing, and experiental marketing contributes an positive influence, which is significant to customer loyalty. This empirical result indicated that in order to raise the standards of a customer loyalty in Bank Bukopin Pandanaran Semarang branches, company management need to pay attention to factors such as service attribute advantage, customer value, company image and experiental marketing, because leverage customer loyalty depend on it. Theoritical implications and suggestions for future research have been elaborated at the end of this study. Key Words : service attribute advantage, customer value, company image, experiental marketing, and customer loyalty ABSTRAKSI Penelitian ini ditujukan untuk menguji pengaruh keunggulan atribut layanan, nilai nasabah dan citra perusahaan terhadap experiential marketing dan dampaknya kepada peningkatan loyalitas nasabah. Penggunaan variabel-variabel tersebut dapat memecahkan permasalahan yang terjadi pada Bank Bukopin Kanca Semarang Pandanaran. Sampel penelitian ini adalah nasabah bank Bukopin Kanca Semarang Pandanaran, sejumlah 100 orang. Structural Equation Modeling (SEM) yang dijalankan dengan perangkat lunak AMOS, digunakan untuk menganalisis data, Hasil analisis menunjukkan bahwa keunggulan atribut layanan, nilai nasabah dan citra peru


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