Pengaruh Experiential Marketing, Emotional Branding, Dan Brand Image Terhadap Consumer Loyality Maskapai Lion Air (studi Kasus Pada Konsumen Lion Air Di Kota Bandung 2019)

Riyadh Nasrin, Arlin Ferlina Mochamad. Trenggana

Abstract

Abstrak
Dalam sejarah penerbangannya, maskapai Lion Air memiliki track record yang kurang baik, seperti
buruknya pelayanan dan sering terjadi kecelakaan. Akan tetapi maskapai Lion Air yang termasuk dalam maskapai
Low Cost Carrier ini berhasil menjadi maskapai yang memiliki penumpang domestik paling banyak dalam 3 tahun
terakhir, bahkan mengalahkan maskapai full service.
Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar experiential marketing, emotional
branding, dan brand image dapat mempengaruhi consumer loyalty maskapai Lion Air di Kota Bandung tahun
2019. Penelitian ini menggunakan metode analisis deskriptif dengan metode penelitian kuantitatif, dengan
menggunakan teknik non-probability yaitu purposive sampling. Metode pengumpulan data dalam penelitian ini
menggunakan kuesioner dan analisis data yang digunakan adalah analisis regresi linier berganda.
Berdasarkan hasil uji t menujukkan bahwa experiential marketing berpengaruh negatif terhadap consumer
loyalty dengan skor -1,482 < 1,96, kemudian emotional branding berpengaruh positif terhadap consumer loyalty
dengan skor 8,377 > 1,96, dan brand image juga berpengaruh positif terhadap consumer loyalty dengan skor 6,150
> 1,96. Berdasarkan hasil uji F menunjukkan bahwa experiential marketing, emotional branding dan brand image
berpengaruh secara simultan terhadap consumer loyalty maskapai Lion Air di Kota Bandung tahun 2019 dengan
skor 19,711 > 2,627.
Kata Kunci : Experiential Marketing, Emotional Branding, Brand Image, Consumer Loyalty
__________________________________________________________________________________________
Abstract
In the history of aviation, Lion Air has a bad track record, such as poor service and frequent accidents.
However, the Lion Air airline which is included in the Low Cost Carrier airline has managed to become the airline
that has the most domestic passengers in the last 3 years, even againts the full service airline.
The purpose of this research is to find out how much experiential marketing, emotional branding, and
brand image can affect consumer loyalty of Lion Air in Bandung in 2019. This research using descriptive analysis
method with quantitative research methods, using non-probability techniques that are purposive sampling. Data
collection methods in this study used a questionnaire and data analysis used was multiple linear regression
analysis.
Based on the results of the t test showed that experiential marketing had a negative effect on consumer
loyalty with a score of -1,482 <1.96, then emotional branding had a positive effect on consumer loyalty with a
score of 8.337> 1.96, and brand image also had a positive effect on consumer loyalty with a score of 6,150 > 1.96.
Based on the results of the F test shows that experiential marketing, emotional branding and brand image
simultaneously affecting the consumer loyalty of Lion Air in Bandung in 2019 with a score of 19,711> 2,627.
Keywords : Experiential Marketing, Emotional Branding, Brand Image, Consumer Loyalty

Full Text:

PDF

Refbacks

  • There are currently no refbacks.
max_upload :0