Daftar Isi PENGARUH EXPERIENTAL MARKETING DAN CUSTOMER SATISFACTION TERHADAP ONLINE WORD OF MOUTH PADA PORTO RESTAURANT BANDUNG
DAFTAR ISI
ABSTRAK ...........................................................................................................i
ABSTRACT ..........................................................................................................ii
KATA PENGANTAR.........................................................................................iii
DAFTAR ISI........................................................................................................vi
DAFTAR TABEL ...............................................................................................x
DAFTAR GAMBAR...........................................................................................xii
DAFTAR LAMPIRAN…………………………………………………….…..xiii
BAB I
PENDAHULUAN
1.1
Latar Belakang ....................................................................
1
1.2
Identifikasi masalah .............................................................
10
1.3 Batasan Masalah .................................................................
11
1.4
Tujuan Penelitian .................................................................
11
1.5
Manfaat Penelitian................................ ...............................
12
1.6 Sistematika Penelitian …….……………………...….…....
BAB II
12
TINJAUAN PUSTAKA
2.1
Landasan Teori ....................................................................
14
2.1.1 Konsep Pemasaran ...................................................
14
2.1.2 Bauran Pemasaran....................................................
15
vi
2.1.3 Experiential Marketing.............................................
20
2.1.3.1 Dimensi Experiental Marketing ..................
22
2.1.4 Customer Satisfaction (Kepuasan Pelanggan)……..
29
2.1.4.1 Teori Kepuasan Konsumen ......................
31
2.1.4.2 Pembentukan Harapan ..............................
33
2.1.4.3 Dimensi Customer Satisfaction................
34
2.1.5 Word of Mouth Communication ................................
36
2.1.5.1 Unsur-unsur WOM ....................................
36
2.1.5.2 Pemimpin Opini..........................................
37
2.1.5.3 Pemasaran Buzz dan Viral .........................
39
2.1.5.4 Online / Electronic Word of Mouth............
40
2.1.5.5 Dimensi Online Word of Mouth................
42
2.1.6 Pengaruh Antara Variabel .......................................
44
2.1.6.1 Pengaruh Experiential Marketing dengan
Online Word of Mouth ..................................
44
2.1.6.2 Pengaruh Customer Satisfaction dengan
Online Word of Mouth.................................
2.1.6.3 Pengaruh
Experiential
45
Marketing,
Customer Satisfaction Terhadap Online
Word of Mouth.............................................
46
2.2 Penelitian Terdahulu………...…………………………..…
47
2.3 Kerangka Pemikiran ............................................................
63
2.4 Hipotesis ..............................................................................
65
vii
BAB III : METODE PENELITIAN
3.1 Objek Penelitian................................................................................67
3.1.1 Profil Perusahaan ....................................................................67
3.2 Unit Analisis ....................................................................................69
3.3 Populasi dan Penentuan Sampel ......................................................70
3.4 Jenis data .........................................................................................74
3.5 Teknik Pengumpulan Data..............................................................75
3.6 Operasional Variabel.......................................................................76
3.7 Metode Analisis ..............................................................................83
3.7.1 Uji Validitas...........................................................................84
3.7.2 Uji Reliabilitas .......................................................................84
3.7.3 Uji Asumsi Klasik..................................................................87
3.7.3.1 Uji Normalitas ............................................................87
3.7.3.2 Uji Multikolinieritas ...................................................88
3.7.3.3 Uji Heteroskedastisitas ...............................................88
3.7.3.4 Regresi Linier Berganda.............................................89
3.8 Pengujian Hipotesis..........................................................................90
3.8.1 Uji Signifikan Simultan (Uji F) .............................................90
3.8.2 Uji Signifikan Parsial (Uji t)..................................................90
3.8.3 Koefisien Korelasi .................................................................92
3.8.4 Koefisien Determinasi ..........................................................93
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BAB IV : PEMBAHASAN
4.1 Hasil Penelitian .................................................................................95
4.1.1 Karakteristik Responden .........................................................95
4.2 Analisis Deskriptif Tanggapan Responden Mengenai Experiental
Marketing di PORTO Restaurant......................................................99
4.3 Analisis Deskriptif Tanggapan Responden Mengenai Customer
Satisfaction di PORTO Restaurant………………………………...101
4.4 Analisis Deskriptif Tanggapan Responden Mengenai Online Word of
Mouth di PORTO Restaurant……………………………………...103
4.5 Pengaruh Experiential Marketing dan Customer Satisfaction terhadap
Online Word of Mouth……………………………………………..104
4.6 Analisis Data………………………………………………………104
4.6.1 Uji Validitas.............................................................................104
4.6.2 Uji Reliabilitas .......................................................................107
4.6.3 Hasil Pengujian Asumsi Regresi (Asumsi Klasik) .................108
4.7 Hasil Analisis Regresi Linear Berganda .........................................113
4.8 Hasil Pengujian Hipotesis ...............................................................116
4.9 Koefisien Determinasi ....................................................................121
BAB V : KESIMPULAN DAN SARAN
5.1 Kesimpulan ...................................................................................124
5.2 Saran...............................................................................................125
DAFTAR PUSTAKA…………………………………………………………127
ix
ABSTRAK ...........................................................................................................i
ABSTRACT ..........................................................................................................ii
KATA PENGANTAR.........................................................................................iii
DAFTAR ISI........................................................................................................vi
DAFTAR TABEL ...............................................................................................x
DAFTAR GAMBAR...........................................................................................xii
DAFTAR LAMPIRAN…………………………………………………….…..xiii
BAB I
PENDAHULUAN
1.1
Latar Belakang ....................................................................
1
1.2
Identifikasi masalah .............................................................
10
1.3 Batasan Masalah .................................................................
11
1.4
Tujuan Penelitian .................................................................
11
1.5
Manfaat Penelitian................................ ...............................
12
1.6 Sistematika Penelitian …….……………………...….…....
BAB II
12
TINJAUAN PUSTAKA
2.1
Landasan Teori ....................................................................
14
2.1.1 Konsep Pemasaran ...................................................
14
2.1.2 Bauran Pemasaran....................................................
15
vi
2.1.3 Experiential Marketing.............................................
20
2.1.3.1 Dimensi Experiental Marketing ..................
22
2.1.4 Customer Satisfaction (Kepuasan Pelanggan)……..
29
2.1.4.1 Teori Kepuasan Konsumen ......................
31
2.1.4.2 Pembentukan Harapan ..............................
33
2.1.4.3 Dimensi Customer Satisfaction................
34
2.1.5 Word of Mouth Communication ................................
36
2.1.5.1 Unsur-unsur WOM ....................................
36
2.1.5.2 Pemimpin Opini..........................................
37
2.1.5.3 Pemasaran Buzz dan Viral .........................
39
2.1.5.4 Online / Electronic Word of Mouth............
40
2.1.5.5 Dimensi Online Word of Mouth................
42
2.1.6 Pengaruh Antara Variabel .......................................
44
2.1.6.1 Pengaruh Experiential Marketing dengan
Online Word of Mouth ..................................
44
2.1.6.2 Pengaruh Customer Satisfaction dengan
Online Word of Mouth.................................
2.1.6.3 Pengaruh
Experiential
45
Marketing,
Customer Satisfaction Terhadap Online
Word of Mouth.............................................
46
2.2 Penelitian Terdahulu………...…………………………..…
47
2.3 Kerangka Pemikiran ............................................................
63
2.4 Hipotesis ..............................................................................
65
vii
BAB III : METODE PENELITIAN
3.1 Objek Penelitian................................................................................67
3.1.1 Profil Perusahaan ....................................................................67
3.2 Unit Analisis ....................................................................................69
3.3 Populasi dan Penentuan Sampel ......................................................70
3.4 Jenis data .........................................................................................74
3.5 Teknik Pengumpulan Data..............................................................75
3.6 Operasional Variabel.......................................................................76
3.7 Metode Analisis ..............................................................................83
3.7.1 Uji Validitas...........................................................................84
3.7.2 Uji Reliabilitas .......................................................................84
3.7.3 Uji Asumsi Klasik..................................................................87
3.7.3.1 Uji Normalitas ............................................................87
3.7.3.2 Uji Multikolinieritas ...................................................88
3.7.3.3 Uji Heteroskedastisitas ...............................................88
3.7.3.4 Regresi Linier Berganda.............................................89
3.8 Pengujian Hipotesis..........................................................................90
3.8.1 Uji Signifikan Simultan (Uji F) .............................................90
3.8.2 Uji Signifikan Parsial (Uji t)..................................................90
3.8.3 Koefisien Korelasi .................................................................92
3.8.4 Koefisien Determinasi ..........................................................93
viii
BAB IV : PEMBAHASAN
4.1 Hasil Penelitian .................................................................................95
4.1.1 Karakteristik Responden .........................................................95
4.2 Analisis Deskriptif Tanggapan Responden Mengenai Experiental
Marketing di PORTO Restaurant......................................................99
4.3 Analisis Deskriptif Tanggapan Responden Mengenai Customer
Satisfaction di PORTO Restaurant………………………………...101
4.4 Analisis Deskriptif Tanggapan Responden Mengenai Online Word of
Mouth di PORTO Restaurant……………………………………...103
4.5 Pengaruh Experiential Marketing dan Customer Satisfaction terhadap
Online Word of Mouth……………………………………………..104
4.6 Analisis Data………………………………………………………104
4.6.1 Uji Validitas.............................................................................104
4.6.2 Uji Reliabilitas .......................................................................107
4.6.3 Hasil Pengujian Asumsi Regresi (Asumsi Klasik) .................108
4.7 Hasil Analisis Regresi Linear Berganda .........................................113
4.8 Hasil Pengujian Hipotesis ...............................................................116
4.9 Koefisien Determinasi ....................................................................121
BAB V : KESIMPULAN DAN SARAN
5.1 Kesimpulan ...................................................................................124
5.2 Saran...............................................................................................125
DAFTAR PUSTAKA…………………………………………………………127
ix