ANALISIS PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PT BANK SYARIAH INDONESIA, TBK.)

Muhammad Idham Khalid, NIM.: 19208012037 (2022) ANALISIS PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PT BANK SYARIAH INDONESIA, TBK.). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to test the influence of experiential marketing, namely sense marketing, feel marketing, think marketing, act marketing, and relate marketing on customer loyalty by using intermediary variables, namely customer satisfaction as an intervening variable in PT. Bank Syariah Indonesia, Tbk. This study is a quantitative research with causality studies. The sample of this study were customers of Bank Syariah Indonesia amounting to 127 customers. In this study using non-probability sampling as a sampling technique with the type of purposive sampling and using a likert scale questionnaire as a data collection technique. This study uses SmartPLS 3.0 software as a medium in analyzing data using Structural Equation Modeling (SEM). The results found in this study show that sense and relate variables have a significant positive effect on customer satisfaction and feel, think and act variables do not have a significant effect on customer satisfaction. Furthermore, act variables have a positive and significant effect on customer loyalty, but other variables do not have a significant effect on customer loyalty. The relationship between variable customer satisfaction with customer loyalty has no significant effect. And the last customer satisfaction is not able to mediate the relationship of experiential marketing (sense, feel, think, act, and relate) to customer loyalty.

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