Pengaruh Experiential Marketing Terhadap Kepuasan Dan Loyalitas Pengunjung (Studi Pada Jawa Timur Park 2 Kota Batu)

Amalia Rachma Indriani • Wilopo Wilopo • Edriana Pangestuti
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • August 2016 Indonesia

Download full text
(Bahasa Indonesia, 8 pages)

Abstract

The study is based on the tourism phenomenon developed into a worldwide industry and the developing business industry. The new innovation become the main factor to winning business competition especially tourism destination. Destination that are packaged in a complete manner such as the existence of which unique attraction and best service will have a competitive advantage and chosen by travelers. The research aim to examine and analyze Experiential Marketing effect to Visitors Loyalty with Visitors Satisfaction as a mediation variable. The object is in Jawa Timur Park 2 (Batu Secret Zoo and Museum Satwa). The kind of research used by explanatory research. The sample technique that is used is purposive sampling. The sample in this research were 113 responden who had visited Jawa Timur Park 2 at least two times. This research using descriptive analyze and path analysis for analyze method. The result of path analysis show that Experiential Marketing has significant effect of visitor satisfaction with standardized coefficient of 0,720 and probability 0,000 (p<0,05). Experiential Marketing having significant effect on Visitors Loyalty with Visitors Satisfaction as an mediation variable with standardized coefficients of 0,154. And Visitors Satisfaction has no significant effect on Visitors Loyalty with standardized coefficient of 0,214 and the probability 0,053 (p>0,05).

Metrics

  • 225 views
  • 843 downloads

Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more