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PENGARUH EXPERIENTIAL MARKETING UNIVERSITAS WIDYATAMA TERHADAP LOYALITAS MAHASISWA
(The 4th PPM National Conference on Management Research, PPM School of Management, 2010-11-25) Anwar, Tezza Adriansyah
The aim of this research is to explain the perception of student concerning experiential marketing and student's loyalty, as well as to examine the influence of experiential marketing regarding the student's loyalty to Widyatama University. The concept of experiential marketing are composed of sense, feel, think, act, and relate, while the concept of students' loyalty are composed of purchase across product line, retention and referral. The type of research used was both descriptive and causal research, while the method of research was an explanatory survey. Data was recorded by means of observation, interview, and a valid and reliable questionnaire. The target group was Widyatama Student and alumny. A cohort of 115 respondents was identified by means of convenience sampling or accidental sampling. Data was analysed by using the methods of both descriptive analysis and path analysis. The testing of the hypothesis identified that there is a positive and significant influence between experiential marketing towards the students’ loyalty to Widyatama University.