ANALISIS PENGARUH KUALITAS LAYANAN, NILAI PELANGGAN, DAN EXPERIENTAL MARKETING, TERHADAP KEPUTUSAN PEMBELIAN ULANG TIKET KERETA API BLORA JAYA DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Pada Penumpang Kereta Api Blora Jaya di Daerah Operasional IV Semarang)

Abstract

Blora Jaya trains in 2015 to 2018 have decreased the number of passengers. This condition is inversely proportional to the total increase in passengers that occurred in PT Kereta Api Indonesia IV Operational Area Semarang. So far, PT KAI has continued to develop a marketing strategy that is oriented to customer satisfaction, one of which is applied to the Blora Jaya train. However, on the other hand, passengers experienced a decline and there were still complaints from passengers. So that this study wants to analyze using the theory of consumer behavior and experiential marketing. In this study we will use service quality (X1), customer value (X2), and experiential marketing (X3) to measure the influence of Blora Jaya ticket repurchase (Y2) decisions with customer satisfaction (Y1) as an intervening variable. The technique used in this study is purposive sampling, namely consumers who have already traveled using Blora Jaya train more than once. Data collection by distributing questionnaires. The sample in this study was 178 respondents. The analysis technique used in this study uses the Analysis of Structural Equation Modeling (SEM) with the AMOS 24 program. The results showed that service quality, customer value and experiential marketing had a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction also has a positive and significant effect on repurchase decisions.