Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable: Case Study on Go-Jek Makassar Consumers

Rahmat Abadi, Idayanti Nursyamsi, Musran Munizu

2018

Abstract

The Effect of Customer Value and Experiential Marketing on Customer’s Loyalty with Customer’s Satisfaction as Intervening Variable: A Case Study on GO-JEK Consumers in Makassar. The research aimed to examine and analyze the effect of customer value and experiential marketing on consumer’s loyalty with consumer’s satisfaction as intervening variable. The analysis units were the users of GO-JEK transportation service in Makassar City. The sample consisted of 172 respondents selected using accidental sampling method. The data were obtained using questionnaires. They were analyzed using Structural Equational Modeling (SEM) processed with AMOS version 22 program. The results of the research indicate that customer value significantly affects costumer’s satisfaction and loyalty. Experiential marketing significantly affects costumer’s satisfaction and loyalty. Costumer’s satisfaction significantly affects costumer’s loyalty. Customer value and experiential marketing significantly affects costumer’s loyalty through costumer’s satisfaction. Costumer’s satisfaction and loyalty is more influenced by experiential marketing compared to customer value.

Paper Citation

in Harvard Style

Abadi R., Nursyamsi I. and Munizu M. (2018). Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable: Case Study on Go-Jek Makassar Consumers.In Proceedings of the 1st Unimed International Conference on Economics Education and Social Science - Volume 1: UNICEES, ISBN 978-989-758-432-9, pages 767-774. DOI: 10.5220/0009505107670774

in Bibtex Style

@conference{unicees18,
author={Rahmat Abadi and Idayanti Nursyamsi and Musran Munizu},
title={Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable: Case Study on Go-Jek Makassar Consumers},
booktitle={Proceedings of the 1st Unimed International Conference on Economics Education and Social Science - Volume 1: UNICEES,},
year={2018},
pages={767-774},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009505107670774},
isbn={978-989-758-432-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st Unimed International Conference on Economics Education and Social Science - Volume 1: UNICEES,
TI - Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable: Case Study on Go-Jek Makassar Consumers
SN - 978-989-758-432-9
AU - Abadi R.
AU - Nursyamsi I.
AU - Munizu M.
PY - 2018
SP - 767
EP - 774
DO - 10.5220/0009505107670774