The Influence Of Experiential Marketing And Satisfaction Towards Costumer’s Loyalty With Trust As Moderator’s Variable (A Study On Kai Access Application Users In Surabaya)

  • Oviradita Nobmadella Universitas Pembangunan Nasional (UPN) Veteran Jawa Timur
  • Nurhadi , Universitas Pembangunan Nasional (UPN) Veteran Jawa Timur
Keywords: Experiential Marketing, Satisfaction, Trust, Customer Loyalty

Abstract

There are several train ticket service applications as official partners of PT. KAI on Android and iOS devices such as Traveloka, Tiket.com, Pegipegi which can spur the competition to offer its advantages. Therefore, the KAI Access application must be able to provide the best experience, satisfaction, and trust so that users remain loyal and provide positive reviews. This study aims to determine: (1) The effect of experiential marketing and satisfaction on customer loyalty, (2) The role of trust in moderating the effect of experiential marketing and satisfaction on customer loyalty. The population of this study were users of the KAI Access application in Surabaya. This study, used a sample of 384 respondents. The sampling technique is a purposive sampling technique with the criteria of KAI Access application users who are domiciled in Surabaya, aged + 17 years, and have purchased train tickets on the KAI Access application at least once. The data analysis techniques used Partial Least Square with the software of SmartPLS 3.0. The results of this study indicates that experiential marketing and satisfaction has a positive and significant effect on customer loyalty, trust moderates the effect of experiential marketing and satisfaction on customer loyalty.

References

Alma, Buchari. (2016). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.

Dewi, R K., Kumadji, Srikandi., Mawardi, M Kholid. (2015). Pengaruh Experiential Marketing Terhadap Kepuasan Pelanggan Dan Dampaknya Pada Loyalitas Pelanggan (Survei Pada Pelanggan Tempat Wisata Jawa Timur Park 1 Kota Wisata Batu). Jurnal Administrasi Bisnis (JAB) Vol. 28 No. 1.

Fandiyanto, Randika dan Kurniawan, Ratih E. (2019), Pengaruh Kepercayaan Merek dan Citra Merek Terhadap Minat Beli Ulang “Kopi Toraja” Di Coffee Josh Situbonda. ECOBUSS: Jurnal Ilmiah Ilmu Ekonomi dan Bisnis Vol. 7 No. 1.

Fikri, Sirhan., Wiyani, Wahyu., Suwandaru, Agung. (2016). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Dan Loyalitas Mahasiswa (Studi pada Mahasiswa Strata I Fakultas Ilmu Sosial dan Ilmu Politik Universitas Merdeka Malang). Jurnal Bisnis dan Manajemen Vol. 3 No.1.

Griffin, J. (2015). Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.

Hadiwidjaja, R.S dan Dharmayanti, D. (2014). Analisis Hubungan Experiential Marketing, Kepuasan, Loyalitas Pelnggan Starbucks Coffee di Surabaya Town Square. Jurnal Manajemen Pemasaran, Vol. 2 No. 2.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 2nd edition. Thousand Oaks: Sage.

Imam Ghozali, H.L. (2015). Konsep, Teknik, dan Aplikasi menggunakan Smart PLS 3.0 (Edisi 2). Semarang: Universitas Diponegoro Semarang.

Kotler, P & Amstrong, G (2016). Manajemen Pemasaran di Indonesia, Edisi Keempat, Jakarta: Salemba Empat.

Lepojevic, V., & Dukic, S. (2018). Factors Affecting Customer Loyalty In The Business Market - An Empirical Study In The Republic Of Serbia1. Economics And Organization Vol. 15 No 3, 245-256.

Lupioyadi, Rambat. (2013). Manajemen Pemasaran Jasa. Jakarta: Salemba.

Pangastuti, Ria Lestari. (2017). The Influence Experiential Marketing and Service Quality For being Reasonability of Customer Loyalty Forming (Case Study of Beauty Saloon of London Beauty Center “LBC” Yogyakarta). Jurnal EkoNika I Vol. 2 No. 2.

Pressman, Roger S., Bruce, R. Maxim. (2014). Software Engineering: A Practicioner’s Approach (8 edition)

Priansa, Donni Juni. (2017). Perilaku Konsumen: Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta.

Siregar, August Halomoan. (2019). Pengaruh Trust dan Satisfaction Terhadap Customer Loyalty Di Era E-Commerce Pada Toko Cheire Amore. Jurnal Ilmiah Smart Vol. 3 No. 1.

Soegoto, Agus Supandi. (2013). Persepsi Nilai dan Kepercayaan Terhadap Kepuasan dan Dampaknya Terhadap Loyalitas Konsumen. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol.1 No. 3.

Tjiptono, F. (2016), Pemasaran Jasa. Sleman: Bayu Media Publishing.

Wahyuni, Sri. (2016). Pengaruh Kualitas Pelayanan, Harga dan Kepercayaan Terhadap Loyalitas Pelanggan Citra Swalayan Andalas (Studi Kasus Seluruh Pelanggan Citra Swalayan Andalas Jl. Andalas Timur No. 102 Padang). Skripsi: Sekolah Tinggi Keguruan dan Ilmu Pendidikan (STKIP) PGRI Sumatera Barat Padang.

Published
2021-03-31