PENGARUH PEMASARAN BERDASARKAN PENGALAMAN, PEMASARAN EMOSIONAL TERHADAP LOYALITAS PELANGGAN
Abstract: Traditional
marketing concepts are
considered to be
less effective if used
during such a
relationship at present,
so it takes
the modern concept that is capable of create the emotions and
experiences of visitors. Strategy
concept is experiential
marketing and emotional marketing. This
research is quantitative
approach. The research
used causal research, experimental. The Target population in this
research is visitors The Legend
Waterpark was visiting
over twice with
the age between 16
to 25 years.
Samples taken of
70 people. This
research uses two types
of samples, which
is given treatment
(experimental group) and not given treatment (control group). The
technique sampling used quota sampling. Analysis of the multiple linear
regression analysis is and independent
sample t test.
The Research result
showed that experiential
marketing and emotional marketing influence significantly to customer loyalty
on two group. The experimen’s group showed greater customer loyalty
levels than control’s group.
Penulis: DESSY WULANSARI, YESSY
ARTANTI
Kode Jurnal: jpmanajemendd141076
