Pengaruh Sales Promotion Dan Brand Experience Dalam Membangun Customer E-Satisfaction Pengguna Dana Di Kota Bandung

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Kirana, Linggani Candra (2020) Pengaruh Sales Promotion Dan Brand Experience Dalam Membangun Customer E-Satisfaction Pengguna Dana Di Kota Bandung. PGP-Thesis thesis, LSPR Communication and Business Institute.

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Official URL: http://elibrary.lspr.ac.id/lsprperpus/index.php?p=...

Abstract

"Penelitian ini bertujuan untuk mengetahui (1) pengaruh sales promotion secara parsial dalam membangun customer e-satisfaction (2) pengaruh brand experience secara parsial dalam membangun customer e- satisfaction (3) pengaruh sales promotion dan brand experience secara simultan dalam membangun customer e-satisfaction pengguna DANA di Kota Bandung. Sales Promotion dan Brand Experience adalah salah satu faktor yang dapat mendukung terciptanya Customer E-satisfaction. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 100 orang responden yang merupakan pengguna DANA di Kota Bandung. Metode penelitian yang digunakan adalah metode kuantitatif dengan teknik analisis korelasi dan regresi linear berganda, sedangkan untuk uji hipotesis menggunakan uji koefisien determinasi (R2), uji t dan uji f. Hasil menunjukan bahwa terdapat pengaruh secara parsial maupun simultan antara Sales Promotion dan Brand Experience dalam membangun Customer E-satisfaction.

Kata kunci: Sales Promotion, Brand Experience, Customer E-satisfaction"

Item Type:	Thesis (PGP-Thesis)
Subjects:	H Social Sciences > HT Communities. Classes. Races
Divisions:	POSTGRADUATE PROGRAMME > Marketing Communication
Depositing User:	Ms Kartika S
Date Deposited:	29 Dec 2023 07:29
Last Modified:	29 Dec 2023 07:29
URI:	http://repository.lspr.ac.id/id/eprint/1164

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