THE INFLUENCE OF WIDYATAMA UNIVERSITY’S EXPERIENTIAL MARKETING AND EMOTION MARKETING PERFORMANCE TOWARD STUDENT’S LOYALTY
Anwar, Tezza Adriansyah
Hapsari, Ayuningtyas Yuli
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Concerning with the competition, Widyatama University tried to implement their vision “Friendly Campus for Future Business Pro” to the student. The value of friendly campus for future business professionals tried to delivered in every aspect of services to the student so they could experienced it. The loyalty of the student would increase was the goal of this implementation. Unfortunetly, this movement could not reach the goal. Less interest to study at graduate program of Widyatama University is one of the signalment that the student not to loyal to the University. The aim of this research is to explain the perception of student concerning experiential marketing, emotion marketing and student's loyalty, as well as to examine the influence of experiential marketing and emotion marketing performance regarding the student's loyalty to Widyatama University. The concept of experiential marketing are composed of sense, feel, think, act, and relate; then emotion marketing are composed of product, money, equity, experience, dan energy; 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. 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 and emotion marketing towards the students’ loyalty to Widyatama University.