Pengaruh experiential marketing dan citra merek terhadap kepuasan penumpang kereta api bisnis  

Oleh:

Soelasih, Yasintha

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: MIX: Jurnal Ilmiah Manajemen vol. 6 no. 3 (Oct. 2016), page 387-398.
Topik: experiential marketing; brand image; passenger satisfaction; train; JABFUNG-YAS-2018-06
Fulltext: 1278-2877-1-SM.pdf (376.62KB)

Isi artikel

The changes of railway management began in 2009 have brought many impact on train service both long distance train or commuter. These changes have an impact on the experience felt by passengers when using the train. And the image of the train has also changes executives, business or economics train. The changes made will have an influence on consumer satisfaction. Therefore, it is interesting to do research with the theme of experiential marketing and brand image to satisfaction of train passenger on the railway business, especially in Java. Number of samples in this study consist of 400 respondents, with a simple random sampling. The results of reliability and validity testing on instrument it is reliable and valid. There are three hypotheses tested, using structural equation modeling. The results of hypothesis test shows that the brand image of the train has no effect on passenger satisfaction, while experiential marketing test has an effect on passenger satisfaction of railway business.

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