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

Authors

  • Rohmat Dwi Jatmiko Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Malang, Indonesia
  • Sri Nastiti Andharini Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Malang, Indonesia

DOI:

https://doi.org/10.9744/jmk.14.2.128-137

Keywords:

Experiential Marketing, Costomer Loyalty, Tourism Service

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.

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How to Cite

Jatmiko, R. D., & Andharini, S. N. (2013). ANALISIS EXPERIENTIAL MARKETING DAN LOYALITAS PELANGGAN JASA WISATA (Studi pada Taman Rekreasi Sengkaling Malang). Jurnal Manajemen Dan Kewirausahaan, 14(2), 128–137. https://doi.org/10.9744/jmk.14.2.128-137

Issue

Vol. 14 No. 2 (2012): SEPTEMBER 2012

Section

Articles

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