ANALISIS EXPERIENTIAL MARKETING DAN LOYALITAS PELANGGAN JASA WISATA (Studi pada Taman Rekreasi Sengkaling Malang)

Rohmat Dwi Jatmiko, Sri Nastiti Andharini




Abstract


Study associated experiential marketing on tourism customer loyalty has’t been widely applied. This study examines the simultaneous and partial impact of experiential marketing dimensions: sense, feel, think, act, and relate to customer loyalty. Multiple regressions were used for data analysis. F-test found that experiential marketing has positive and significant impact on customer loyalty. t-test found that feel and sense a significant positive impact on customer loyalty, while think, act, and relate insignificant positive impact on customer loyalty.


Keywords


Experiential Marketing, Costomer Loyalty, Tourism Service

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The Journal is published by Faculty of Economics, Department of Management - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of National Education - Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen dan Kewirausahaan, ISSN: 1411-1438, e-ISSN: 2338-8234

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