PENGARUH FAKTOR-FAKTOR ANTECEDENT DAN CONSEQUENCE PERCEIVED VALUE TRUST IN A BRAND DAN CUSTOMER SATISFACTION PADA UNIVERSITAS WIJAYAKUSUMA PURWOKERTO

Kabul Budiyono, Suwarno ., Hening Riyadiningsih, Heru Cahyo

Abstract

Abstract

This research was conducted at the Faculty of Economics UNWIKU Purwokerto titled: "Effect of Experiential Marketing Customer Satisfaction, Confidence, Commitment and Behavior Intention At the Faculty of Economics Unwiku Purwokerto"

The purpose of this study was to determine the effect Experiental Marketing, to customer satisfaction, trust, commitment and behavior intention in the Faculty of Economics UNWIKU Purwokerto. The analytical tool used Structural Equation Modeling (SEM).

From the research and data analysis we concluded that :
Variable marketing Experental positive and significant effect on behavioral intention, the better the marketing experental increasing behavioral intention. Experental marketing positive and significant impact on consumer satisfaction, the better experental marketing increases consumer satisfaction. Consumer satisfaction is positive and significant impact on the trust, the better the customer satisfaction is increasing confidence. Belief positive and significant effect on behavioral intention, the better keprcayaan increasing behavioral intention. Consumer satisfaction is positive and significant effect on behavioral intention, the better the customer satisfaction has increased behavioral intention. Consumer satisfaction is positive and significant effect on commitment, the higher the customer satisfaction has increased as well commitment. Commitment positive and significant effect on behavioral intention, the higher the commitment is increasing as well behavioral intention.

Based on the conclusion, where experental marketing has a significant influence on consumer satisfaction and also to behavioral intention, then the Faculty of Economics UNWIKU need to examine more deeply or redesigning policies connection in this case is related to experiential marketing including development of learning processes and administrative processes with the standard of service in the management of the college.

 

Keywords: Experiental Marketing, Customer Satisfaction, Confidence, Commitment and Behavioral Intention.

 

 

 

 

 

Abstrak

Penelitian ini dilakukan pada mahasiswa Fakultas Ekonomi UNWIKU Purwokertodengan judul: “Pengaruh Experiential Marketing Terhadap Kepuasan Konsumen, Kepercayaan, Komitmen Dan Behavior Intention Pada Fakultas Ekonomi Unwiku Purwokerto”

Tujuan Penelitian ini adalah untuk mengetahui pengaruh Experiental Marketing, terhadap kepuasan konsumen, kepercayaan, komitmen dan behavior intention di Fakultas Ekonomi UNWIKU Purwokerto. Alat analisis yang digunakan Structural Equation Modeling (SEM).

Dari hasil penelitian dan analisis data diperoleh kesimpulan bahwa:

Variabel Experental marketing berpengaruh positif dan signifikan terhadap behavioral intention, semakin baik experental marketing semakin meningkat behavioral intention.Experental marketing berpengaruh positif dan signifikan terhadap kepuasan konsumen, semakin baik experental marketing semakin meningkat kepuasan konsumen.Kepuasan konsumen berpengaruh positif dan signifikan terhadap kepercayaan, semakin baik kepuasan konsumen semakin meningkat kepercayaan.Kepercayaan berpengaruh positif dan signifikan terhadap behavioral intention, semakin baik keprcayaan semakin meningkat behavioral intention.Kepuasan konsumen berpengaruh positif dan signifikan terhadap behavioral intention, semakin baikkepuasan konsumen semakin meningkat behavioral intention.Kepuasan konsumenberpengaruh positifdan signifikan terhadap komitmen, semakin tinggi kepuasan konsumen semakin meningkat pula komitmen.Komitmen berpengaruh positif dan signifikan terhadap behavioral intention, semakin tinggi komitmen semakin meningkat pula behavioral intention.

Berdasarkan kesimpulan, dimana experental marketing mempunyai pengaruh signifikan terhadap kepuasan konsumen dan juga terhadap behavioral intention, maka Fakultas Ekonomi UNWIKUperlu mengkaji lebih dalam atau mendesain ulang kebijakan-kebijakan kaitannya dalam hal ini adalah yang berkaitan dengan experiental marketing yang meliputi pengembangan proses pembelajaran dan proses administrasi dengan pelayanan yang standar dalam pengelolaan perguruan tinggi.

 

Kata Kunci :Experiental Marketing, Kepuasan Konsumen, Kepercayaan, Komitmen dan Behavioral Intention.

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References

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