ANTESEDEN EXPERIENTIAL MARKETING DAN KONSEKUENSINYA PADA CUSTOMER’S BRAND LOYALTY MOTOR YAMAHA DIKOTA SEMARANG

Abstract

Motorcycle industriesis experiencing rapid growth, Yamaha and Honda compete closely.In purpose to win competition is to increase brand loyalty, one wayof increasing brand loyalty is how to make experiential marketing This raises the question "What Strategic Experiences Modules increase Experiential Marketing and Experiential marketing to establish brand loyalty .as in the theory and various journals and also whether there are company in motorcycle industries. PT Yamaha Motor Kencana Indonesia is a problem that want to be inspected in this research. Model studies indicate the existence of 6 (four) hypothetical. -Hypothetical hypothetical example is the sense have a positive influence on experiential marketing (hypothetical 1), sense have a positive influence on experiential marketing (hypothetical 1), feel have a positive influence on experiential marketing (hypothetical 2), think have a positive influence on experiential marketing (hypothetical 3), act have a positive influence on experiential marketing (hypothetical 4), relate have a positive influence on experiential marketing (hypothetical 5), experiential marketing have a positive influence on brand loyalty (hypothetical 6. Sampling technique in this research carried out by purposively sampling method. This was taken with a sampling technique based on the specific considerations, where the sample is selected with the requirements that have deemed essential features that are relevant to the research. The number of respondents as the sample is determined in this research is 138 Yamaha’s Motorcycle buyer and user. Technical analysis is used to analyze and interpret the data in this research is the engineering Structural Equation Model (SEM) of the software and Amos 16. The process of analysis of research carried out on data obtained from 138 respondents. Results of data analysis will be kausalitas explain the relationship between variables that are developed in this research model. The proposed model can be accepted after the assumptions have been met and that is normalitas standardized Residual Covariance <1.96. While the value Determinant of Covariance Matrixnya 66.738 Eksogen measurement model and endogen was tested by using analysis konfirmatori. Measurement model is further analyzed with Structural Equation Model (SEM) to test the model kausalitas relationship between the variables that affect and be affected by sense, feel, think, act, relate, experiential marketing dan brand loyalty meet the Goodness of Fit chi square =244,833; probability = 0,073; GFI = 0,864; AGFI = 0,824; CFI = 0,996; TLI = 0,983; RMSEA = 0,032; CMIN/DF = 1,14.. Based on the results of data analysis can be concluded that the model can be accepted. Keywords: Sense, Feel, Think, Act, Relate, Experiential Marketing dan Brand Loyalty Industri kendaraan roda dua sat ini bersaing dengan ketat dimana Honda peaing terbesaR Yamaha. Untuk memenangkan persaingan salah satunya adalah membentuk loyalitas merek, loyalitas merek dapat dibangun dengan experiential markeing. Hal ini menimbulkan pertanyaan “apa pengaruh strategic experiences modules terhadap experiential marketing dan apa pengaruh experiential marketing terhadap brand loyalty?”, seperti dalam berbagai teori dan jurnal yang ada dan apakah hal tersebut juga terdapat dalam industri kendaraan bermotor roda dua, PT. Yamaha Motor Kencana Indonesia yang merupakan masalah yang ingin diteliti dalam penelitian ini. Model penelitian tersebut menunjukkan adanya 6 (empat) hipotesis. Hipotesishipotesis dalam gambar 2.11, antara lain adalah sense berpengaruh positif terhadap experiential marketing (hipotesis 1), feel berpengaruh positif terhadap experiential marketing (hipotesis 2), think berpengaruh positif terhadap experiential marketing (hipotesis 3), act berpengaruh positif terhadap experiential marketing (hipotesis 4), relate berpengaruh positif terhadap experiential marketing (hipotesis 5), experiential marketing berpengaruh positif terhadap brand loyalty (hipotesis 6) Teknik pengambilan sampel dalam penelitian ini dilakukan dengan cara metode purposive sampling. Cara ini diambil dengan teknik pengambilan sampel dengan berdasarkan pertimbangan tertentu, yaitu pembeli dan pelanggan Motor Yamaha yang menggunakan motor Yamaha minimal 3 tahun. Jumlah responden yang ditentukan sebagai sampel dalam penelitian ini adalah 138.. Teknik analisis yang dipakai untuk menginterpretasikan dan menganalisis data dalam penelitian ini adalah dengan teknik Structural Equation Model (SEM) dari software AMOS 16. Proses analisis yang dilakukan terhadap data penelitian yang diperoleh dari 138 responden. Hasil analisis data tersebut akan menjelaskan hubungan kausalitas antara variabel yang sedang dikembangkan dalam model penelitian ini. Model yang diajukan dapat diterima setelah asumsi-asumsi telah terpenuhi yaitu normalitas dan Standardized Residual Covariance < 1,96. Sementara nilai Determinant of Covariance Matrixnya 66.738 Model pengukuran eksogen dan endogen telah diuji dengan menggunakan analisis konfirmatori. Selanjutnya model pengukuran tersebut dianalisis dengan Structural Equation Model (SEM) untuk model pengujian hubungan kausalitas antar variabelvariabel yang mempengaruhi dan dipengaruhi oleh sense, feel, think, act, relate, experiential marketing dan brand loyalty telah memenuhi kriteria Goodness of Fit yaitu yaitu chi square =244,833; probability = 0,073; GFI = 0,864; AGFI = 0,824; CFI = 0,996; TLI = 0,983; RMSEA = 0,032; CMIN/DF = 1,14. Berdasarkan hasil analisis data dapat disimpulkan bahwa model tersebut dapat diterima.