Detail Pengaruh Kualitas Pelayanan Dan Experiential Marketing Terhadap Kepuasan, Word Of Mouth Dan Brand Image (Studi Kasus:Universitas Islam 45 Bekasi) Bibliografi Author: KURNIA, ANNISA DIAN ; Prasetya, Wibawa (Advisor) Topik: Service Quality; Experiential Marketing; Satisfaction; Word of Mouth; Brand Image; SEM; LISREL Bahasa: (ID )     Penerbit: Program Studi Teknik Industri Fakultas Teknik Unika Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2017     Jenis: Theses - Undergraduate Thesis Fulltext: Annisa Dian Kurnia’s Undergraduate Theses.pdf (7.28MB; 28 download) Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: FTI-1354 Non-tandon: tidak ada Tandon: 1  Lihat Detail Induk Abstract Islamic 45 Bekasi University (UNISMA) is a one of University located in the area of BekasiTimur. One of the problems occurred in the Islamic 45 BekasiUniversity is still low among the public image of the campus resulting in poor quality of its student input. Campus image problem is still low among the public could be due to the presence of a perceived sense of discontent from some students and prospective students related quality of service (service quality) given forming a negative perceptions arising from the impression or experience (experiential marketing) so that the creation of views or negative information can spread through word of mouth (word of mouth). Therefore, this research aims to know the influence of quality of service (service quality) and experiential marketing towards customer satisfaction, word of mouth and brand image. Data collection is carried out using a questionnaire which was distributed to the respondents is 205 active students of the Islamic 45 Bekasi University using sampling non-Probability Sampling, while the processing of data is carried out using SEM (Structural Equation Modelling) with the help of software LISREL 8.7.The results showed that 10 of the hypothesis, there is a hypothesis that has 1 relationship has no effect and no significant is service quality relationship that is against the word of mouth, while 9 other hypotheses have influential and significant relationships. Responsiveness of employees and physical facilities that become indicators of the variable service quality and not the suitability of the price becomes a factor discontent and affect the brand image of Islamic 45 Bekasi University. Therefore, the Islamic 45 Bekasi University will need to improve the performance of employees and physical facilities as well as increasing factors of comfort, security and service so as to enhance the sense of satisfaction and impression to students and prospective students so that they can improve the image of the Islamic Universias pula 45 Bekasi. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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