Yulianto, Mochamad Rizal (2019) Pengaruh Experiential Marketing Dan Viral Marketing Pada Aplikasi Blackberry Messenger Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian (Studi Pada Mahasiswa Perguruan Tinggi Di Sidoarjo). Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The purpose of this study is to examine the effect of experiential marketing and viral marketing on BlackBerry Messenger applications on customer satisfaction through purchasing decisions on university students in Sidoarjo. This research hypothesis states that experiential marketing and viral marketing affect customer satisfaction through purchasing decisions. This research data was collected by questionnaires distributed to 180 respondents in several universities in Sidoarjo. From the data obtained then tested the validity test, reliability test and structure equation model analysis using the SmartPLS statistical application. The results of this study indicate that experiential marketing and viral marketing on the BlackBerry Messenger application have a positive effect on customer satisfaction through purchasing decisions on university students in Sidoarjo.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 18 Oct 2024 08:20 |
| Last Modified: | 18 Oct 2024 08:20 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12818 |
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