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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 29/04/2016 13:56:27  •  700 Views


PENGARUH VIRAL MARKETING DAN EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN

Created by :
NEISYA ROSELLA RUSTANTHIA ( 201211151 )



SubjectKEPUASAN
PEMBELIAN
KEPUTUSAN
Alt. Subject SATISFACTION
PURCHASES
DECISION
Keywordviral marketing
experiential marketing
keputusan pembelian
kepuasan pelanggan

Description:

Penelitian ini bertujuan untuk mengetahui pengaruh Viral Marketing dan Experiential Marketing terhadap Kepuasan Pelanggan melalui Keputusan Pembelian. Baik pengaruh secara langsung dan tidak langsung dengan variabel independen Viral Marketing dan Experiential Marketing, sedangkan Kepuasan Pelanggan dan Keputusan Pembelian sebagai variabel dependen. Populasi dalam penelitian ini adalah Mahasiswi Universitas Esa Unggul Regular Aktif Angkatan 2012 yang melakukan pembelian pakaian wanita secara online melalui aplikasi chatting Blackberry Messanger. Pengambilan sampel menggunakan metode purposive sampling dengan teknik quota sampling sebanyak 100 responden. Metode analisis data yang digunakan adalah Analisis Jalur (Path Analysis). Hasil penelitian menunjukan bahwa secara keseluruhan Viral Marketing dan Experiential Marketing berpengaruh terhadap Kepuasan Pelanggan melalui Keputusan Pembelian. Kemudian hasil pengujian dari Viral Marketing dan Experiential Marketing secara parsial signifikan terhadap Keputusan Pembelian. Hasil pengujian Viral Marketing secara parsial tidak signifikan terhadap Kepuasan Pelanggan. Hasil pengujian Experiential Marketing secara parsial signifikan terhadap Kepuasan Pelanggan.

Date Create:29/04/2016
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Undergraduate-201211151
Collection ID:201211151
Call Number:11-2016-S026


Source :
Undergraduate Theses of Management

Relation Collection:
Fakultas Ekonomi

Coverage :
Civitas Akademikan Universitas Esa Unggul

Rights :
@Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-viral-marketing-dan-experiential-marketing-terhadap-kepuasan-pelanggan-melalui-keputusan-pembelian-7037.html




[ Free Download - Free for All ]

  1.  UEU-Undergraduate-7037-COVER SKRIPSI.pdf - 14 KB
  2.  UEU-Undergraduate-7037-LEMBAR PENGESAHAN DAN PERSETUJUAN.pdf - 171 KB
  3.  UEU-Undergraduate-7037-KATA PENGANTAR SKRIPSI.pdf - 268 KB
  4.  UEU-Undergraduate-7037-ABSTRAK.pdf - 83 KB
  5.  UEU-Undergraduate-7037-ABSTRACT.pdf - 83 KB
  6.  UEU-Undergraduate-7037-DAFTAR ISI SKRIPSI.pdf - 359 KB
  7.  UEU-Undergraduate-7037-DAFTAR PUSTAKA SKRIPSI.pdf - 189 KB
  8.  UEU-Undergraduate-7037-BAB1.pdf - 285 KB

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  1. UEU-Undergraduate-7037-BAB2.pdf - 399 KB
  2. UEU-Undergraduate-7037-BAB3.pdf - 360 KB
  3. UEU-Undergraduate-7037-BAB4.pdf - 407 KB
  4. UEU-Undergraduate-7037-BAB5.pdf - 99 KB

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experiential , experiential marketing , kepuasan , kepuasan pelanggan , keputusan , keputusan pembelian , marketing , pelanggan , pembelian , viral , viral marketing



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