Pengaruh Experiential Marketing dan Brand Trust terhadap Loyalitas Pelanggan KIF Tour & Travel di Kota Sukabumi

Nurzahra Nurzahra, Nina Maharani

Abstract


Abstract. This research aims to find out the implementation of the experiential marketing and brand trust on KIF Tour&Travel in Sukabumi, to find out the responses of the respondents regarding experiential marketing and brand trust, to find out the respondents response regarding to customer loyalty, to find out how big the influence of experiential marketing toward customer loyalty, to find out how big the influence of brand trust toward customer loyalty, and to find out how big the influence of experiential marketing and brand trust toward customer loyalty. The method of this study is a survey method, this type of research is verification quantitative. The sampling technique used is accidental sampling. The sample in this study were 85 respondents who have used KIF Tour&Travel. The data collection technique used is questionnaire. Data analysis methods used is the multiple linier regression to know the direction of relationship between independent variable with dependent variable. The result of this study indicate that implementation of experiential marketing and brand trust is not yet optimal and there is still much that needs to be fix it. Response respondents regarding experiential marketing and brand trust in the category are sufficient. Response respondent regarding customer loyalty in the category are sufficient. There is a significant partial effect between experiential marketing on customer loyalty. There is a significant partial effect between brand trust on customer loyalty, and there is a simultaneous influence between experiential marketing and brand trust on customer loyalty.

Keywords: Experiential Marketing, Brand Trust, Customer Loyalty

Abstrak. Penelitian ini bertujuan untuk mengetahui pelaksanaan experiential marketing dan brand trust pada KIF Tour&Travel di kota Sukabumi, untuk mengetahui tanggapan responden mengenai experiential marketing dan brand trust, untuk mengetahui tanggapan responden mengenai loyalitas pelanggan, untuk mengetahui besar pengaruh experiential marketing terhadap loyalitas pelanggan, untuk mengetahui besar pengaruh brand trust terhadap loyalitas pelanggan dan untuk mengetahui besar pengaruh experiential marketing dan brand trust terhadap loyalitas pelanggan. Metode penelitian yang digunakan adalah metode survey. Jenis penelitian ini bersifat verifikatif kuantitatif. Teknik pengambilan sampel yang digunakan adalah accidental sampling. Sampel dalam penelitian ini adalah 85 orang responden yang telah menggunakan KIF Tour&Travel. Teknik pengumpulan data yang digunakan adalah kuesioner. Metode analisis data yang digunakan adalah analisis regresi linier berganda untuk mengetahui arah hubungan antara variabel independen dengan variabel dependen. Hasil penelitian ini menunjukan pelaksanaan experiential marketing dan brand trust belum optimal dan masih banyak yang harus diperbaiki. Tanggapan responden mengenai experiential marketing dan brand trust termasuk dalam kategori cukup baik. Tanggapan responden mengenai loyalitas pelanggan termasuk dalam kategori cukup baik. Terdapat pengaruh signifikan secara parsial antara experiential marketing terhadap loyalitas pelanggan pada KIF Tour&Travel di kota Sukabumi, terdapat pengaruh signifikan secara parsial antara brand trust terhadap loyalitas pelanggan dan terdapat pengaruh secara simultan antara experiential marketing dan brand trust terhadap loyalitas pelanggan.

Kata kunci: Experiential Marketing, Brand Trust, Loyalitas Pelanggan

Keywords


Experiential Marketing, Brand Trust, Loyalitas Pelanggan

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References


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