BAB V PENUTUP. Pengaruh Experiential Marketing terhadap Repurchase Intention (studi pada

BAB V PENUTUP

5.1 Kesimpulan Berdasarkan hasil penelitian yang dilakukan oleh peneliti tentang Pengaruh Experiential Marketing terhadap Repurchase Intention” (studi pada pelanggan reguler PT. Combina Cargo), dapat ditarik kesimpulan yang sesuai dengan masalah tujuan penelitian. Kesimpulan ini adalah sebagai berikut: 1.

Sense (X1) berpengaruh positif terhadap Repurchase Intention pada pelanggan reguler PT. Combina Cargo.Sense disini merupakan aspek-aspek yang berwujud dan dapat dirasakan dari suatu produk yang dapat ditangkap oleh kelima panca indra manusia meliputi pandangan, suara, bau, rasa, dan sentuhan. Sense ini meliputi desain ruang tunggu, kenyamanan ruang tunggu,udara yang dingin dan sejuk bagi pelanggan yang menunggu,desain kantor yang elegan dan perlengkapan kantor seperti sofa,meja,rak baca dan lainnya.

2.

Feel (X2) berpengaruh positif terhadap Repurchase Intention pada pelanggan reguler PT. Combina Cargo. Feel ini merupakan perasaan emosi yang muncul dari dalam hati secara positif dan perasaan gembira yang terjadi saat mengkonsumsi. Feel ini meliputi keramah-tamahan karyawan lini depan dalam menangani permintaan pelanggan, sambutan karyawan yang hangat sehingga meyentuh hati pelanggan, kecepatan pegawai dalam melayani

1

keinginan pelanggan, pegawai perusahaan memiliki tanggapan yang tinggi terhadap keluhan pelanggan. 3.

Think (X3) berpengaruh positif terhadap Repurchase Intention pada pelanggan reguler PT. Combina Cargo. Think merupakan salah satu cara yang dilakukan perusahaan untuk menarik pemikiran kreatif konsumen mengenai sebuah perusahaan dan merek-mereknya.Think ini meliputi harga yang ditawarkan perusahaan kepada pelanggan sesuai dengan layanan yang diterima, variasi pengiriman, proses pengepakan barang, penanganan barang pelanggan yang sesuai dengan prosedur, dan proses penimbangan barang yang tepat dan akurat.

4.

Act (X4) berpengaruh positif terhadap Repurchase Intention pada pelanggan reguler PT. Combina Cargo. Act ini merupakan tipe experience yang bertujuan untuk mempengaruhi perilaku, gaya hidup dan interaksi dengan konsumen. Act ini meliputi reputasi perusahaan yang terbilang bagus terbukti dari berbagai penghargaan yang diterima, posisi perusahaan sebagai pemimpin pasar serta lokasi yang memjadikan prioritas pelanggan untuk selalu menggunakan layanan perusahaan, pemakaian jasa layanan yang cepat dan tepat sesuai dengan gaya hidup pelanggan.

5.

Relate (X5) berpengaruh positif terhadap Repurchase Intention pada pelanggan reguler PT. Combina Cargo. Relate ini merupakan penghubung pelanggan secara individu dengan masyarakat, atau budaya. Relate ini mencakup jasa yang sesuai dengan ekspektasi pelanggan, pengalaman positif pelanggan dibagi dengan baik kepada orang lain, program kesetiaan

2

pelanggan dengan menanyakan keadaaan pelanggan via telepon, dan perusahaan memiliki informasi melalui media social yang bisa diakses oleh masyarakat umum. 5.2 Implikasi Penelitian Hasil penelitian bermanfaat dan sebagai bahan pertimbangan dalam praktek manajemen khususnya yang berkaitan dengan penerapan experiential marketing sebagai salah satu cara untuk menciptakan Repurchase Intention. Penelitian ini juga mempunyai implikasi praktis karena dapat digunakan sebagai bahan masukan bagi PT. Combina Cargo di Kota Padang dalam upaya untuk meningkatkan Repurchase Intention dimasa yang akan datang. Pihak PT. Combina Cargo perlu memperbaiki beberapa variabel yaitu variabel Sense dan Think yang memiliki pengaruh paling dominan terhadap Repurchase Intention. Pada variabel sense terhadap Repurchase Intention, diharapkan pihak PT. Combina Cargo agar lebih memperhatikan hal-hal yang berhubungan dengan Sense seperti desain warna yang menarik, kenyamanan ruang tunggu, udara di dalam ruang tunggu, penataan dekorasi dan warna, serta perlengkapan kantor. Pada variabel Think terhadap Repurchase Intention, diharapkan pihak PT. Combina Cargo lebih memperhatikan hal-hal yang berhubungan dengan think seperti harga yang ditawarkan perusahaan sesuai dengan kualitas yang dirasakan pelanggan, variasi pengiriman, proses pengepakan barang, penanganan barang, dan proses penimbangan barang.

3

5.3 Keterbatasan Penelitian Penulis menyadari bahwa penelitian ini masih jauh dari kesempurnaan. Untuk itu, penulis memberikan saran untuk penelitian selanjutnya sebaiknya melakukan penelitian terhadap variabel atau faktor-faktor lainnya yang dapat meningkatkan Repurchase Intention selain yang diteliti dalam penelitian ini. Sebab dalam penelitian ini kontribusi variabel bebas Sense, Feel, Think, Act, dan Relate terhadap variabel terikat Repurchase Intention secara bersama-sama hanya sebesar 54,7%, sedangkan sisanya sebesar 45,3% merupakan faktor lain yang tidak diteliti yang diantara lain dapat meliputi brand image, brand iquity dan kualitas pelayanan secara lebih menyeluruh. 5.4 Saran Berdasarkan hasil dan kesimpulan penelitian, maka dapat diajukan beberapa saran untuk dijadikan masukkan dan pertimbangan bagi pihak-pihak yang berkepentingan, antara lain: 1.

Bagi PT. Combina Cargo Peneliti menyarankan agar pihak manajemen PT. Combina Cargo dapat meningkatkan penciptaan pengalaman pemakaian jasa yang menarik dan berkesan dengan lebih memperhatikan experiential marketing pada variabel Sense dan Think dengan cara meningkatkan desain warna yang menarik, kenyamanan ruang tunggu, penataan dekorasi dan warna, perlengkapan kantor, harga yang ditawarkan perusahaan sesuai dengan kualitas yang

4

dirasakan pelanggan, variasi pengiriman, proses pengepakan barang, dan penanganan barang dengan lebih baik. 2.

Bagi peneliti lain a.

Diharapkan pada peneliti selanjutnya dapat menambahkan variabel lain yang mungkin mempengaruhi Repurchase Intention selain variabel bebas yang diteliti dalam penelitian ini.

b.

Diharapkan hasil penelitian ini dapat dijadikan bahan referensi pengetahuan bagi penelitian mendatang pada kasus yang sama.

5

DAFTAR PUSTAKA

Andreani, Fransisca. 2007. Experiental Pemasaran.Vol. 2. No. 1. p. 1-8. Aron,

Marketing.

Jurnal

Manajemen

David . 2006. The Effect Of Counter-Experiential Marketing communication on Satisfaction and Repurchase Intention. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior; 19,ABI/INFORM Global.

Chou, H. J. 2009. The Effect of Experiential and Relationship Marketing on Customer Value: A Case Study of International American Casual Dining Chains in Taiwan. Social Behavior and Personality, 37 (7), 993-1008. Ghozali, Imam. 2013. Aplikasi Analisis Multivariat dengan Program IBM SPSS 21. Edisi 7. Semarang: Penerbit Universitas Diponegoro. Hannam, K, 2004. Tourism and Development II: Marketing Destinations; experience and crises. Progress in Development Studies, Vol.4, pp 256263. Hendarsono, Gersom dan Sugiono Sugiharto. 2013. Analisa Pengaruh Experiential Marketing Terhadap Minat Beli Ulang Konsumen Cafe Buntos 99 Sidoarjo. Jurnal Manajemen Pemasaran Vol. 1 No. 2 Hal. 1-8, 2013. Kitchathorn, Parawee. 2009. Factors Influencing Customer Repurchase intention: An investigation of Switching Barriers that influence the relationship between Satisfaction and Repurchase Intention in Low cost Airlines Industry. University of South Australia. Kotler, Philip dan Kevin Lane Keller. 2012. Marketing Management. Edisi 14. Jakarta : Erlangga. Nigam, A., 2012. Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intension in Organized Quick Service Chain Restaurants Using Structural Equation Modeling Approach, International Journal of Computer Science & Management Studies, Vol. 12, pp. 2231 –52. Notoatmodjo, S. 2010. Metodologi Penelitian Kesehatan. Jakarta : Rineka Cipta. Schmitt, B. H..1999. Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press.

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Sekaran, uma dan Roger Bougie. 2010. Research Method For Business: A. Skill Building Approach, Edisi 5. New York : John Wiley @ Sons. Sekaran, Uma. 2006. Metodologi Penelitian untuk Bisnis, Edisi 4, Buku 1. Jakarta: Salemba Empat. Singh, J. & Sirdeshmukh, D. 2000. Agency and Trust Mechanisms in Customer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Science, vol. 28, no.1, pp.150-167. Retrieved 2000, from (Proquest) database. Smilansky, S. 2009. Experiential Marketing: A Practical Guide to Interactive Brand Experiences. London: Kogan Page. Snakers, E. and Zajdman., E. 2010. Does experiential marketing affect the behavior Of luxury goods’ consumers?. Umeå: Umeå Universitet. Sugiyono. 2012. Metode Penelitian Bisnis. Bandung : Alfabeta. Sujarweni, V dan Poly Endrayanto. 2012. Statistika untuk Penelitian. Yogyakarta: Graha Ilmu. Thejasukmana, V. A., dan S. Sugiharto. 2014. Analisis Pengaruh Experiential Marketing Terhadap Pembelian Ulang Konsumen The Vinnette (House of Bovin and Lynette) Surabaya. Jurnal Manajemen Pemasaran Petra Vol. 2 No. 1 Hal. 1-14, 2014. Umar, Husein. 2010. Riset Pemasaran dan Bisnis. Jakarta: Gramedia Pustaka Utama. Wiratmadja, Raden, G. 2011. Pengaruh Experiential Marketing Terhadap Minat Beli Ulang Pelanggan Studi Kasus: Inul Vizta Ktv Pejaten Village. Tesis. Universitas Indonesia. Zeng, F., Zuohao H., Rong C., & Zhilin Y. 2009. Determinants of Online Service Satisfaction and Their Impacts on Behavioral Intentions. Total Quality Management & Business Excellence, 20 (8), 953-969.

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UJI VALIDITAS DAN RELIABILITAS SENSE (X1) Reliability Scale: ALL VARIABLES Case Processing Summary N

%

Valid 30 100,0 a Excluded 0 ,0 Total 30 100,0 a. Listwise deletion based on all variables in the procedure. Cases

Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items ,909 ,916

N of Items

5

Item Statistics Mean Std. Deviation Sense 1 Sense 2 Sense 3 Sense 4 Sense 5

3,93 4,10 4,07 3,87 3,70

Scale Mean if Item Deleted Sense 1 Sense 2 Sense 3 Sense 4 Sense 5

Mean 19,67

15,73 15,57 15,60 15,80 15,97

N

,980 ,885 ,785 ,937 1,119

30 30 30 30 30

Item-Total Statistics Scale Variance Corrected Itemif Item Deleted Total Correlation 10,823 ,721 10,875 ,819 11,214 ,876 10,717 ,789 10,171 ,703

Scale Statistics Variance Std. Deviation 16,437 4,054

Squared Multiple Correlation ,612 ,724 ,803 ,667 ,551

Cronbach's Alpha if Item Deleted ,899 ,879 ,873 ,884 ,909

N of Items 5

Intraclass Correlation Coefficient Intraclass b Correlation a

95% Confidence Interval Lower Upper Bound Bound ,520 ,797 ,844 ,952

Value

F Test with True Value 0 df1 df2 Sig

,665 10,937 29 116 ,000 Single Measures c Average ,909 10,937 29 116 ,000 Measures Two-way mixed effects model where people effects are random and measures effects are fixed. a. The estimator is the same, whether the interaction effect is present or not. b. Type C intraclass correlation coefficients using a consistency definition-the between-measure variance is excluded from the denominator variance. c. This estimate is computed assuming the interaction effect is absent, because it is not estimable otherwise.

8

UJI VALIDITAS DAN RELIABILITAS FEEL (X2) Reliability Scale: ALL VARIABLES Case Processing Summary N

%



Mean Feel 1 Feel 2 Feel 3 Feel 4

Item Statistics Std. Deviation

3,83 3,83 3,87 3,87

Scale Mean if Item Deleted Feel 1 Feel 2 Feel 3 Feel 4

Mean 15,40

11,57 11,57 11,53 11,53

,986 1,085 1,008 ,973

N of Items

4

N 30 30 30 30

Item-Total Statistics Scale Corrected Variance if Item-Total Item Deleted Correlation 6,461 ,672 6,461 ,573 5,775 ,828 7,016 ,550


Squared Multiple Correlation ,515 ,456 ,693 ,362

Cronbach's Alpha if Item Deleted ,771 ,819 ,696 ,823

N of Items 4

Intraclass Correlation Coefficient 95% Confidence Interval F Test with True Value 0 Lower Upper Value df1 df2 Sig Bound Bound a ,542 ,363 ,714 5,734 29 87 ,000 c ,826 ,695 ,909 5,734 29 87 ,000

Intraclass b Correlation

Single Measures Average Measures Two-way mixed effects model where people effects are random and measures effects are fixed. a. The estimator is the same, whether the interaction effect is present or not. b. Type C intraclass correlation coefficients using a consistency definition-the between-measure variance is excluded from the denominator variance. c. This estimate is computed assuming the interaction effect is absent, because it is not estimable otherwise.

9

UJI VALIDITAS DAN RELIABILITAS THINK (X3) Reliability Scale: ALL VARIABLES Case Processing Summary N

%



Mean Think 1 Think 2 Think 3 Think 4 Think 5


3,97 3,50 3,73 3,63 3,57

Scale Mean if Item Deleted Think 1 Think 2 Think 3 Think 4 Think 5

Mean 18,40

N of Items

14,43 14,90 14,67 14,77 14,83

,850 1,306 1,112 1,159 1,135

5

N 30 30 30 30 30

Item-Total Statistics Scale Corrected Variance if Item-Total Item Deleted Correlation 17,978 ,568 12,921 ,870 14,644 ,813 14,392 ,803 14,764 ,773


Squared Multiple Correlation ,404 ,807 ,728 ,759 ,665

Cronbach's Alpha if Item Deleted ,920 ,859 ,872 ,874 ,881

N of Items 5


95% Confidence Interval Lower Upper Bound Bound ,508 ,790 ,838 ,950

Value

F Test with True Value 0 df1 df2 Sig

,655 10,490 29 116 Single Measures c Average ,905 10,490 29 116 Measures Two-way mixed effects model where people effects are random and measures effects are fixed. a. The estimator is the same, whether the interaction effect is present or not. b. Type C intraclass correlation coefficients using a consistency definition-the between-measure variance is excluded from the denominator variance. c. This estimate is computed assuming the interaction effect is absent, because it is not estimable otherwise.

10

,000 ,000

UJI VALIDITAS DAN RELIABILITAS ACT (X4) Reliability Scale: ALL VARIABLES Case Processing Summary N

%



Mean Act 1 Act 2 Act 3

Act 1 Act 2 Act 3

N of Items


3,57 3,70 3,67

3

N

1,165 1,022 1,093

30 30 30

Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Deleted Correlation 7,37 3,895 ,596 7,23 3,909 ,752 7,27 3,789 ,708

Mean 10,93


Squared Cronbach's Multiple Alpha if Item Correlation Deleted ,361 ,850 ,598 ,694 ,564 ,732

N of Items 3


95% Confidence Interval Lower Upper Bound Bound ,414 ,773

F Test with True Value 0 Value df1 df2 Sig

Single ,611 5,716 29 58 ,000 Measures c Average ,825 ,679 ,911 5,716 29 58 ,000 Measures Two-way mixed effects model where people effects are random and measures effects are fixed. a. The estimator is the same, whether the interaction effect is present or not. b. Type C intraclass correlation coefficients using a consistency definition-the between-measure variance is excluded from the denominator variance. c. This estimate is computed assuming the interaction effect is absent, because it is not estimable otherwise.

11

UJI VALIDITAS DAN RELIABILITAS Relate (X5) Reliability Scale: ALL VARIABLES Case Processing Summary N

%



N of Items

4

Item Statistics Mean Std. Deviation Relate 1 Relate 2 Relate 3 Relate 4

3,60 3,67 3,63 3,80

Scale Mean if Item Deleted Relate 1 Relate 2 Relate 3 Relate 4

Mean 14,70

11,10 11,03 11,07 10,90

1,070 1,093 1,033 1,157

N 30 30 30 30

Item-Total Statistics Scale Corrected Variance if Item-Total Item Deleted Correlation 8,438 ,468 6,792 ,791 7,651 ,660 6,852 ,711


Squared Multiple Correlation ,299 ,630 ,543 ,541

Cronbach's Alpha if Item Deleted ,860 ,716 ,779 ,754

N of Items 4

Intraclass Correlation Coefficient 95% Confidence Interval F Test with True Value 0 Lower Upper Value df1 df2 Sig Bound Bound a ,544 ,366 ,715 5,774 29 87 ,000


Single Measures c Average ,827 ,697 ,910 5,774 29 87 ,000 Measures Two-way mixed effects model where people effects are random and measures effects are fixed. a. The estimator is the same, whether the interaction effect is present or not. b. Type C intraclass correlation coefficients using a consistency definition-the between-measure variance is excluded from the denominator variance. c. This estimate is computed assuming the interaction effect is absent, because it is not estimable otherwise.

12

UJI VALIDITAS DAN RELIABILITAS REPURCHASE INTENTION Reliability Scale: ALL VARIABLES Case Processing Summary N

%



N of Items

3

Item Statistics Mean Std. Deviation Repurchase Intention 1 Repurchase Intention 2 Repurchase Intention 3

3,67 3,67 3,97

N

1,213 1,295 ,890

30 30 30

Item-Total Statistics Scale Mean if Item Deleted Repurchase Intention 1 Repurchase Intention 2 Repurchase Intention 3

Mean 11,30

Scale Variance if Item Deleted

7,63 7,63 7,33



Corrected Item-Total Correlation ,798 ,787 ,801

4,171 3,895 5,471

Squared Multiple Correlation ,644 ,621 ,642

Cronbach's Alpha if Item Deleted ,816 ,838 ,849

N of Items 3

Intraclass Correlation Coefficient 95% Confidence Interval F Test with True Value 0 Lower Bound Upper Bound Value df1 df2 ,552 ,841 8,616 29 58 ,787 ,941 8,616 29 58

Sig a ,717 ,000 Single Measures c Average ,884 ,000 Measures Two-way mixed effects model where people effects are random and measures effects are fixed. a. The estimator is the same, whether the interaction effect is present or not. b. Type C intraclass correlation coefficients using a consistency definition-the between-measure variance is excluded from the denominator variance. c. This estimate is computed assuming the interaction effect is absent, because it is not estimable otherwise.

13

Frequencies Statistics Gender Umur N

Valid Missing

Mean Std. Error of Mean Median Mode Std. Deviation Variance Skewness Std. Error of Skewness Kurtosis Std. Error of Kurtosis Range Minimum Maximum Sum

115 0 1,24 ,040 1,00 1 ,431 ,186 1,211 ,226 -,543 ,447 1 1 2 143

Sense 1 N

Valid Missing


115 0 3,28 ,111 4,00 4 1,189 1,413 -,239 ,226 -1,078 ,447 4 1 5 377

115 0 3,53 ,104 3,00 3 1,111 1,234 ,039 ,226 -1,345 ,447 3 2 5 406

Statistics Sense 2 115 0 3,19 ,109 3,00 2 1,169 1,367 ,055 ,226 -1,010 ,447 4 1 5 367

Pekerjaan 115 0 2,93 ,120 4,00 4 1,282 1,644 -,605 ,226 -1,402 ,447 3 1 4 337

Sense 3 115 0 3,37 ,102 4,00 4 1,096 1,201 -,425 ,226 -,789 ,447 4 1 5 388

Pendidikan 115 0 2,54 ,071 3,00 3 ,764 ,584 -1,274 ,226 -,056 ,447 2 1 3 292

Sense 4 115 0 3,27 ,102 4,00 4 1,095 1,199 -,352 ,226 -,863 ,447 4 1 5 376

Sense 5 115 0 3,32 ,106 3,00 4 1,136 1,290 -,078 ,226 -1,154 ,447 4 1 5 382

14

Statistics Feel 1 Feel 2 N

Valid Missing


115 0 3,29 ,102 3,00 2 1,098 1,206 ,094 ,226 -1,236 ,447 4 1 5 378

Think 1 N

Valid Missing


115 0 3,21 ,107 3,00 4 1,143 1,307 -,205 ,226 -1,005 ,447 4 1 5 369

115 0 3,55 ,093 4,00 4 ,993 ,987 -,299 ,226 -,745 ,447 4 1 5 408

Statistics Think 2 115 0 2,97 ,104 3,00 2 1,120 1,254 ,205 ,226 -1,094 ,447 4 1 5 342

Feel 3 115 0 3,58 ,091 4,00 4 ,973 ,947 -,237 ,226 -,907 ,447 3 2 5 412

Think 3 115 0 2,88 ,100 3,00 2 1,077 1,160 ,289 ,226 -,706 ,447 4 1 5 331

Feel 4 115 0 3,63 ,097 4,00 4 1,037 1,076 -,272 ,226 -1,067 ,447 3 2 5 418

Think 4 115 0 2,99 ,114 3,00 2 1,218 1,482 ,165 ,226 -1,103 ,447 4 1 5 344

Think 5 115 0 2,97 ,110 3,00 2 1,181 1,394 ,214 ,226 -1,109 ,447 4 1 5 342

15

Statistics Act 1 N

Valid Missing


115 0 3,63 ,096 4,00 4 1,030 1,061 -,322 ,226 -1,022 ,447 3 2 5 417

Act 2 115 0 3,56 ,093 4,00 4 1,002 1,003 -,611 ,226 -,476 ,447 4 1 5 409

Statistics Relate 1 Relate 2 115 115 0 0 Mean 3,66 3,56 Std. Error of Mean ,099 ,101 Median 4,00 4,00 Mode 4 4 Std. Deviation 1,059 1,086 Variance 1,121 1,179 Skewness -,410 -,252 Std. Error of Skewness ,226 ,226 Kurtosis -,863 -1,072 Std. Error of Kurtosis ,447 ,447 Range 4 4 Minimum 1 1 Maximum 5 5 Sum 421 409 a. Multiple modes exist. The smallest value is shown N

N

Valid Missing

Valid Missing


Statistics Repurchase Intention 1 115 0 3,70 ,092 4,00 4 ,991 ,982 -,530 ,226 -,491 ,447 4 1 5 426

Act 3 115 0 3,50 ,086 4,00 4 ,921 ,849 -,287 ,226 -,800 ,447 3 2 5 403

Relate 3 115 0 3,50 ,104 4,00 4 1,119 1,252 -,260 ,226 -,929 ,447 4 1 5 403

Repurchase Intention 2 115 0 3,65 ,089 4,00 4 ,956 ,913 -,354 ,226 -,766 ,447 3 2 5 420

Relate 4 115 0 3,58 ,106 4,00 a 4 1,139 1,298 -,280 ,226 -,949 ,447 4 1 5 412

Repurchase Intention 3 115 0 3,65 ,095 4,00 4 1,018 1,036 -,321 ,226 -,980 ,447 3 2 5 420

16

Gender N

Valid Missing

Statistics Umur

115 0

115 0

Valid

Total

Valid

15-25 tahun >25-35 tahun >35-45 tahun > 45 tahun Total

Valid

Total

Valid Percent

75,7 24,3 100,0

75,7 24,3 100,0

Frequency

Umur Percent

Valid Percent

25 35 24 31 115

21,7 30,4 20,9 27,0 100,0

29 11 14 61 115

21,7 30,4 20,9 27,0 100,0

Valid Percent

25,2 9,6 12,2 53,0 100,0

Pendidikan Frequency Percent

Valid

Diploma SMU/Sederajat (S1/S2/S3) Total

115 0

87 28 115

Pekerjaan Frequency Percent Karyawan Profesional Mahasiswa Wiraswasta

Pendidikan

115 0

Gender Percent

Frequency Laki-laki Perempuan

Pekerjaan

19 15 81 115

16,5 13,0 70,4 100,0

25,2 9,6 12,2 53,0 100,0

Valid Percent 16,5 13,0 70,4 100,0

Cumulative Percent 75,7 100,0

Cumulative Percent 21,7 52,2 73,0 100,0


Cumulative Percent 16,5 29,6 100,0

17

Sense 1 N

Valid Missing

115 0

Statistics Sense 2 Sense 3 115 0

Sense 4

115 0

115 0

Sense 5 115 0

Frequency Table Sense 1 Frequency Percent

Valid

Sangat Tidak Setuju Tidak Setuju Cukup Setuju Setuju Sangat Setuju Total

7 31 17 43 17 115

6,1 27,0 14,8 37,4 14,8 100,0

Sense 2 Frequency Percent

Valid


6 32 30 28 19 115

5,2 27,8 26,1 24,3 16,5 100,0


Valid


5 26 19 51 14 115

4,3 22,6 16,5 44,3 12,2 100,0


Valid


6 28 21 49 11 115

5,2 24,3 18,3 42,6 9,6 100,0

Valid Percent

Cumulative Percent

6,1 27,0 14,8 37,4 14,8 100,0

Valid Percent

6,1 33,0 47,8 85,2 100,0

Cumulative Percent

5,2 27,8 26,1 24,3 16,5 100,0

Valid Percent

5,2 33,0 59,1 83,5 100,0

Cumulative Percent

4,3 22,6 16,5 44,3 12,2 100,0

Valid Percent

4,3 27,0 43,5 87,8 100,0

Cumulative Percent

5,2 24,3 18,3 42,6 9,6 100,0

5,2 29,6 47,8 90,4 100,0

18


Valid

Sangat Tidak Setuju Tidak Setuju Cukup Setuju Setuju Sangat Setuju

3 33 22 38 19 115

Total

Valid Percent

2,6 28,7 19,1 33,0 16,5 100,0

Cumulative Percent

2,6 28,7 19,1 33,0 16,5 100,0

2,6 31,3 50,4 83,5 100,0

Frequency Table Feel 1 Frequency Percent

Valid


1 36 25 35 18 115

Total

,9 31,3 21,7 30,4 15,7 100,0

Feel 2 Frequency Percent

Valid


1 20 28 47 19 115

Total

Frequency

Valid

Tidak Setuju Cukup Setuju Setuju Sangat Setuju Total

20 28 47 20 115

Frequency

Valid


22 24 43 26 115

Valid Percent ,9 31,3 21,7 30,4 15,7 100,0

Valid Percent

,9 17,4 24,3 40,9 16,5 100,0

Feel 3 Percent 17,4 24,3 40,9 17,4 100,0 Feel 4 Percent 19,1 20,9 37,4 22,6 100,0

Cumulative Percent ,9 32,2 53,9 84,3 100,0

Cumulative Percent

,9 17,4 24,3 40,9 16,5 100,0

Valid Percent 17,4 24,3 40,9 17,4 100,0

Valid Percent 19,1 20,9 37,4 22,6 100,0

,9 18,3 42,6 83,5 100,0



19

Frequency Table Think 1 Frequency Percent

Valid


7 31 21 43 13 115

6,1 27,0 18,3 37,4 11,3 100,0

Think 2 Frequency Percent

Valid


6 45 20 34 10 115

5,2 39,1 17,4 29,6 8,7 100,0


Valid


8 41 32 25 9 115

7,0 35,7 27,8 21,7 7,8 100,0


Valid


10 40 21 29 15 115

8,7 34,8 18,3 25,2 13,0 100,0


Valid


8 44 19 31 13 115

7,0 38,3 16,5 27,0 11,3 100,0

Valid Percent

Cumulative Percent

6,1 27,0 18,3 37,4 11,3 100,0

Valid Percent

6,1 33,0 51,3 88,7 100,0

Cumulative Percent

5,2 39,1 17,4 29,6 8,7 100,0

Valid Percent

5,2 44,3 61,7 91,3 100,0

Cumulative Percent

7,0 35,7 27,8 21,7 7,8 100,0

Valid Percent

7,0 42,6 70,4 92,2 100,0

Cumulative Percent

8,7 34,8 18,3 25,2 13,0 100,0

Valid Percent

8,7 43,5 61,7 87,0 100,0

Cumulative Percent

7,0 38,3 16,5 27,0 11,3 100,0

7,0 45,2 61,7 88,7 100,0

20

Frequency Table Act 1 Percent

Frequency

Valid

Tidak Setuju Cukup Setuju Setuju Sangat Setuju

23 21 47 24 115

Total

Valid

20,0 18,3 40,9 20,9 100,0

20,0 18,3 40,9 20,9 100,0

Act 2 Frequency Percent

Valid Percent


2 22 16 60 15 115

Total

Frequency

Valid


Valid Percent

1,7 19,1 13,9 52,2 13,0 100,0

Act 3 Percent

21 28 53 13 115


Cumulative Percent 1,7 20,9 34,8 87,0 100,0

1,7 19,1 13,9 52,2 13,0 100,0

Valid Percent

18,3 24,3 46,1 11,3 100,0


18,3 24,3 46,1 11,3 100,0

Frequency Table Relate 1 Frequency Percent

Valid


1 21 21 45 27 115

,9 18,3 18,3 39,1 23,5 100,0

Relate 2 Frequency Percent

Valid


1 25 23 41 25 115

,9 21,7 20,0 35,7 21,7 100,0

Valid Percent

Cumulative Percent

,9 18,3 18,3 39,1 23,5 100,0

Valid Percent

,9 19,1 37,4 76,5 100,0

Cumulative Percent

,9 21,7 20,0 35,7 21,7 100,0

,9 22,6 42,6 78,3 100,0

21


Valid


3 23 27 37 25 115

Total

Valid Percent

2,6 20,0 23,5 32,2 21,7 100,0


Valid


3 20 30 31 31 115

Total

Cumulative Percent

2,6 20,0 23,5 32,2 21,7 100,0

Valid Percent

2,6 17,4 26,1 27,0 27,0 100,0

2,6 22,6 46,1 78,3 100,0

Cumulative Percent

2,6 17,4 26,1 27,0 27,0 100,0

2,6 20,0 46,1 73,0 100,0

Frequency Table Repurchase Intention 1 Frequency Percent

Valid


1 17 21 52 24 115

,9 14,8 18,3 45,2 20,9 100,0

Valid Percent ,9 14,8 18,3 45,2 20,9 100,0

Repurchase Intention 2 Frequency Percent Valid Percent

Valid


18 25 51 21 115

15,7 21,7 44,3 18,3 100,0

15,7 21,7 44,3 18,3 100,0

Repurchase Intention 3 Frequency Percent Valid Percent

Valid


21 23 46 25 115

18,3 20,0 40,0 21,7 100,0

18,3 20,0 40,0 21,7 100,0

Cumulative Percent ,9 15,7 33,9 79,1 100,0



22

NPar Tests – Uji Normalitas One-Sample Kolmogorov-Smirnov Test Unstandardized Residual N 115 Mean ,0000000 a,b Normal Parameters Std. Deviation 1,64574069 Absolute ,072 Most Extreme Differences Positive ,072 Negative -,042 Kolmogorov-Smirnov Z ,772 Asymp. Sig. (2-tailed) ,591 a. Test distribution is Normal. b. Calculated from data.

23

Regression – Uji Heteroskedastisitas dengan Uji Glejser Variables Entered/Removed Model Variables Entered Variables Removed Relate , Feel , Act 1 b , Think , Sense a. Dependent Variable: Res2 b. All requested variables entered.

a

Method . Enter

b

Model Summary Model R R Square Adjusted R Square a 1 ,302 ,091 ,049 a. Predictors: (Constant), Relate , Feel , Act , Think , Sense b. Dependent Variable: Res2

Std. Error of the Estimate 1,06059

Durbin-Watson 1,997

a

Model Regression 1

Residual

Sum of Squares 12,288 122,610 134,898

Total

ANOVA df

Mean Square 2,458 1,125

5 109

F 2,185

Sig. b ,061

t

Sig.

114

a. Dependent Variable: Res2 b. Predictors: (Constant), Relate , Feel , Act , Think , Sense

Coefficients Unstandardized Coefficients

Model

B (Constant)

2,404

Std. Error ,590

Sense Feel 1 Think Act Relate a. Dependent Variable: Res2

-,018 -,011 -,058 ,023 -,008

,030 ,035 ,026 ,047 ,034

a

Standardized Coefficients Beta -,075 -,030 -,053 ,055 -,027

4,075

,000

-,590 -,309 -1,268 ,496 -,231

,556 ,758 ,525 ,621 ,818

a

Residuals Statistics Minimum Maximum Mean Predicted Value Residual Std. Predicted Value Std. Residual a. Dependent Variable: Res2

,5442 -1,76507 -2,088 -1,664

1,9878 4,47835 2,309 4,222

1,2296 ,00000 ,000 ,000

Std. Deviation

N

,32832 1,03707 1,000 ,978

115 115 115 115

24

Regression Descriptive Statistics Mean Std. Deviation Repurchase Intention Sense Feel Think Act Relate

11,02 16,43 14,05 14,98 10,77 14,30

N

2,446 4,583 3,040 4,750 2,565 3,782

115 115 115 115 115 115

a

Variables Entered/Removed Model Variables Variables Method Entered Removed Relate , Feel , . Enter 1 Act , Think , b Sense a. Dependent Variable: Repurchase Intention b. All requested variables entered. b

Model Summary Model R R Square Adjusted R Std. Error of the Square Estimate a 1 ,740 ,547 ,526 1,683 a. Predictors: (Constant), Relate , Feel , Act , Think , Sense b. Dependent Variable: Repurchase Intention b

Model Summary Change Statistics F Change df1 df2

Model

R Square Change a 1 ,547 26,349 5 109 a. Predictors: (Constant), Relate , Feel , Act , Think , Sense b. Dependent Variable: Repurchase Intention

Durbin-Watson Sig. F Change ,000

1,709

a

Model Regression 1

Residual Total

Sum of Squares 373,201 308,765 681,965

ANOVA df

5 109

Mean Square 74,640 2,833

F 26,349

Sig. ,000

b

114

a. Dependent Variable: Repurchase Intention b. Predictors: (Constant), Relate , Feel , Act , Think , Sense

25

Coefficients Unstandardized Coefficients

Model

B (Constant)

1,882

a

Standardized Coefficients Beta

Std. Error ,936

Sense ,184 Feel ,112 1 Think ,088 Act ,154 Relate ,110 a. Dependent Variable: Repurchase Intention

,048 ,055 ,040 ,074 ,054

t

,344 ,139 ,171 ,161 ,170

Sig.

2,010

,047

3,813 2,018 2,172 2,066 2,035

,000 ,046 ,032 ,041 ,044

a

Coefficients Model Correlations Zero-order Partial Part Sense ,662 ,343 ,246 Feel ,374 ,190 ,130 1 Think ,520 ,204 ,140 Act ,517 ,194 ,133 Relate ,561 ,191 ,131 a. Dependent Variable: Repurchase Intention

Collinearity Statistics Tolerance VIF ,511 1,959 ,876 1,142 ,672 1,488 ,681 1,468 ,595 1,680

a

Residuals Statistics Minimum Maximum Mean Predicted Value 7,36 15,32 Residual -3,442 5,726 Std. Predicted Value -2,022 2,380 Std. Residual -2,045 3,402 a. Dependent Variable: Repurchase Intention

11,02 ,000 ,000 ,000

Std. Deviation 1,809 1,646 1,000 ,978

N 115 115 115 115

26

BAB V PENUTUP. Pengaruh Experiential Marketing terhadap Repurchase Intention (studi pada

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