|dc.description.abstract||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.||en_US