实验营销对JAMBI镇BERRYBENKA消费者忠诚度的影响

IF 2.5 3区社会学 Q2 DEVELOPMENT STUDIES European Journal of Development Research Pub Date : 2021-12-20 DOI:10.53978/jd.v9i2.180

Ahmad Soleh, Ermaini Ermaini, Prima Audia Daniel, Yunie Rahayu

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引用次数: 0

摘要

一项名为“营销实验对Jambi镇Berrybenka消费者忠诚度的影响”的研究旨在发现和分析:(1)市场营销对Jambi镇Berrybenka消费者忠诚度的影响;2)不同种类的市场实验对jambi镇berrybenka消费者忠诚度影响最大。本研究采用的分析方法是通过基本和次要数据来源的定量方法进行解释。分析结果显示，所有变数同时进行的测试对Jambi镇Berrybenka的消费者忠诚度产生了积极而重要的影响;而在部分测试中，一种不同种类的营销体验似乎对Jambi镇Berrybenka消费者忠诚度没有重大影响;部分测试表明，不同种类的营销经验之一是，思考对消费者对Berrybenka(限量版、独特、质量好)的购买力占主导地位。

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PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS KONSUMEN STORE BERRYBENKA DI KOTA JAMBI

Penelitian yang berjudul “Pengaruh Experiantial Marketing terhadap Loyalitas Konsumen Store Berrybenka di Kota Jambi” bertujuan untuk mengetahui dan menganalisis : (1) Pengaruh experiental marketing terhadap loyalitas konsumen Store berrybenka di Kota Jambi; (2) Variable mana dari experiantal marketing yang paling berpengaruh terhadap loyalitas konsumen Store berrybenka di Kota jambi. Metode analisis yang digunakan dalam penelitian ini adalah Explanatory (penjelasan) dengan pendekatan kuantitatif menggunakan sumber data primer dan sekunder. Dari hasil analisis menunjukkan pengujian secara serempak (simultan) semua variable experiential berpengaruh positif dan signifikan terhadap loyalitas konsumen Store Berrybenka di Kota Jambi; Sedangkan dalam pengujian secara parsial, feel yang merupakan salah satu variable experiential marketing tidak berpengaruh signifikan terhadap loyalitas konsumen Store Berrybenka di Kota Jambi; dalam pengujian secara parsial menunjukkan bahwa salah satu variable experiential marketing yaitu think memberikan pengaruh yang dominan terhadap pembelian sebesar 10,9% dari bertambahnya pengetahuan konsumen terhadap Berrybenka (limited edition, unik, kualitas baik).

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来源期刊

European Journal of Development Research DEVELOPMENT STUDIES-

CiteScore

5.70

自引率

4.00%

发文量

期刊介绍： The European Journal of Development Research (EJDR) redefines and modernises what international development is, recognising the many schools of thought on what human development constitutes. It encourages debate between competing approaches to understanding global development and international social development. The journal is multidisciplinary and welcomes papers that are rooted in any mixture of fields including (but not limited to): development studies, international studies, social policy, sociology, politics, economics, anthropology, education, sustainability, business and management. EJDR explicitly links with development studies, being hosted by European Association of Development Institutes (EADI) and its various initiatives. As a double-blind peer-reviewed academic journal, we particularly welcome submissions that improve our conceptual understanding of international development processes, or submissions that propose policy and developmental tools by analysing empirical evidence, whether qualitative, quantitative, mixed methods or anecdotal (data use in the journal ranges broadly from narratives and transcripts, through ethnographic and mixed data, to quantitative and survey data). The research methods used in the journal''s articles make explicit the importance of empirical data and the critical interpretation of findings. Authors can use a mixture of theory and data analysis to expand the possibilities for global development. Submissions must be well-grounded in theory and must also indicate how their findings are relevant to development practitioners in the field and/or policy makers. The journal encourages papers which embody the highest quality standards, and which use an innovative approach. We urge authors who contemplate submitting their work to the EJDR to respond to research already published in this journal, as well as complementary journals and books. We take special efforts to include global voices, and notably voices from the global South. Queries about potential submissions to EJDR can be directed to the Editors. EJDR understands development to be an ongoing process that affects all communities, societies, states and regions: We therefore do not have a geographical bias, but wherever possible prospective authors should seek to highlight how their study has relevance to researchers and practitioners studying development in different environments. Although many of the papers we publish examine the challenges for developing countries, we recognize that there are important lessons to be derived from the experiences of regions in the developed world. The EJDR is print-published 6 times a year, in a mix of regular and special theme issues; accepted papers are published on an ongoing basis online. We accept submissions in English and French.