Main Article Content
Abstract
Abstract. The rapid growth in computer, technology, telecommunications, information and transportation has a big impact on companies to deliver a value and experience for customers. Companies are competing to offer excellent service for consumers, because consumers will satisfaction and encourage customers to be loyal. However, in reality there are deficiencies arising from online-based transportation systems. Complaints also varied, ranging from the application system or the driver. The research aimed at examining and analyzing the effect of customer value and experiential marketing on consumer’s loyalty with consumer’s satisfaction as intervening variable. The analysis units were the users of Gojek transportation service in Makassar city. Sampling in this study uses a purposive sampling method to get samples that fulfill the research criteria. The data were obtained using questionnaires. They were analyzed using Partial Least Square (PLS) processed with Smart PLS 3.0 program. The results of the research indicate that customer value positive and significantly affects costumer’s satisfaction and loyalty. Experiential marketing positive and significantly affects costumer’s satisfaction and loyalty. Costumer’s satisfaction positive and significantly affects costumer’s loyalty. Customer value and experiential marketing positive and significantly affects costumer’s loyalty through costumer’s satisfaction.
Keywords: Customer Loyalty, Customer Satisfaction, Customer Value, Experiential Marketing, and Transportation
Keywords
Customer Loyalty
Customer Satisfaction
Customer Value
Experiential Marketing
and Transportation
Article Details
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2017. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium
How to Cite
Abadi, R. R., Nursyamsi, I., & Syamsuddin, A. R. (2020). Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable (Case Study on Gojek Makassar Consumers). The Asian Journal of Technology Management (AJTM), 13(1), 82–97. https://doi.org/10.12695/ajtm.2020.13.1.6
References
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Alkilani, K., Ling, K. C., & Abzakh, A. A. (2013). The impact of experiential marketing and customer satisfaction on customer commitment in the world of social networks. Asian Social Science, 9(1), 262-270.
Alma, B. (2007). Manajemen pemasaran dan pemasaran jasa [Marketing management and marketing services]. Bandung: Alfabeta.
Azizah, H. (2012). Pengaruh Kualitas Layanan, Citra dan Kepuasan Terhadap Loyalitas Nasabah. Management Analysis Journal, 1(2).
Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655-690). Springer, Berlin, Heidelberg.
Ekoputra, A., Hartoyo, Nurrochmat, D. (2017) The Effect of Experiental Marketing on Customer Satisfaction and Loyalty Restaurant 150 Eatery in Bogor. International Journal of Science and Research, 6(9), 267-271.
Friedman, T. L. (2007). The world is flat "A brief history of the twenty-first century. New York: Picador/Farrar.
Ghozali, I. (2006). Structural equation modeling, metode alternatif dengan partial least square, Edisi 2 [Structural equation modeling, metode alternatif dengan partial least square]. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I & Latan, H. (2015). Partial least square: konsep, teknik, dan aplikasi menggunakan program smartPLS 3.0, Edisi 2 [Partial least square: concepts, techniques, and applications using the smartPLS 3.0 program]. Semarang: Badan Penerbit Universitas Diponegoro.
Gojek (n.d.) Retrieved from https://www.gojek.com/about/
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River: Pearson Education.
Hurriyati, R. (2010). Bauran pemasaran dan loyalitas konsumen [Marketing mix and consumer loyalty]. Cetakan Ketiga. Bandung: Alfabeta.
Indrawati & Fatharani, U. S. (2016). The effect of experiential marketing towards customer satisfaction on online fashion store in Indonesia. Asia Pacific Journal of Advanced Business and Social Studies, 2(2), 232-241.
Johnson, W. C., & Weinstein, A. (2004). Delivering superior customer value in the new economy: Concepts and cases (2nd ed.). Boca Raton, Florida: CRC Press.
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications policy, 28(2), 145-159..
Kotler, P. & Armstrong, G. (2008). Prinsip-prinsip pemasaran, Edisi 12 Jilid 1 [Marketing principles]. Jakarta: Erlangga.
Kotler, P. & Keller, K. L. (2009). Manajemen pemasaran, Edisi 13 Jilid 1 [Marketing management]. Jakarta: Erlangga.
Kotler, P., Kertajaya, H., & Setiawan, I. (2010). Marketing 3.0. Jakarta: Erlangga.
Kusumawati, A. (2011). Analisis pengaruh experiential marketing terhadap kepuasan dan loyalitas pelanggan: Kasus Hypermart Malang Town Square (Matos) [Analysing the influence of experiential marketing on customer satisfaction and loyalty: Case study of Hypermart Malang Town Square]. Jurnal Manajemen Pemasaran Modern, 3, 75-81.
Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of business research, 62(10), 980-986.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the academy of marketing science, 32(3), 293-311.
Lee, M.-S., Hsiao, H.-D., & Yang, M.-F. (2011). The Study of the Relationships Among Experiential Marketing Service Quality. The International Journal of Organizational Innovation, 3(2), 352-378.
Lovelock, C. H., Wirtz, J., & Mussry, J. (2010). Manajemen pemasaran jasa manusia, teknologi, strategi [Marketing Management in Human Services, Technology, Strategy]. Jakarta: Erlangga.
Lovelock, C. H. & Wright, L. K. (2007). Manajemen Pemasaran Jasa [Marketing Management Services]. Jakarta: Indeks.
Maghnati, F., Ling, K. C., & Nasermoadeli, A. (2012). Exploring the relationship between experiential marketing and experiential value in the smartphone industry. International Business Research, 5(11), 169-177.
McFarlane, D. A. (2013). The strategic importance of customer value. Atlantic Marketing Journal, 2(1), 62-75.
Munizu, M., & Hamid, N. (2015). Satisfaction and loyalty improvement model on the quality of higher education services. Jurnal Dinamika Manajemen, 6(1), 13-24.
Pham, T. H., & Huang, Y. Y. (2015). The impact of experiential marketing on customer’s experiential value and satisfaction: An empirical study in vietnam hotel sector. Journal of Business Management & Social Sciences Research (JBM&SSR), 4(1), 1-19.
Ramadoni, F. (2017, September 4) Jumlah pengguna tranportasi online hampir mencapai 50% dari total pengguna internet. Retrieved from https://teknojurnal.com/jumlah-pengguna-tranportasi-online-hampir-mencapai-50-dari-total-pengguna-internet/
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of business research, 60(1), 21-31.
Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal (Former Series), 10(2), 10-16.
Schmitt, B. H., & Rogers, D. L. (2008). Handbook on Brand and Experience Management. Edward Elgar.
Sudaryono. (2016). Manajemen pemasaran: Teori dan implikasi [Marketing Management: Theory and Implications]. Yogyakarta: Andi.
Sugiati, T., Thoyib, A., Hadiwidjoyo, D., & Setiawan, M. (2013). The role of customer value on satisfaction and loyalty (study on hypermart’s customers). International Journal of Business and Management Invention, 2(6), 65-70.
Tjiptono, F. (2008). Service management: Mewujudkan layanan prima [Service Management: Realizing Prime Service]. Yogyakarta: Andi.
Tu, Y. T., & Chih, H. C. (2013). An empirical study of corporate brand image, customer perceived value and satisfaction on loyalty in shoe industry. Journal of Economics and Behavioral Studies, 5(7), 469-483.
Vedadi, A., Kolobandi, A., & Khazaei, P. H. (2013). The effect of customer value and satisfaction on customer loyalty: the moderating role of ethical reputation. International of Basic Sciences and Applied Research, 2(5), 453-458.
Wahyuningtyas, F. M., Achmad, F., & Zainul, A. (2017). The effect of experiential marketing on satisfaction and its impact on customer loyalty. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 105-111.
Wu, M. Y., & Tseng, L. H. (2015). Customer satisfaction and loyalty in an online shop: An experiential marketing perspective. International Journal of Business and Management, 10(1), 104-114.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
Zena, P. A., & Hadisumarto, A. D. (2013). The study of relationship among experiential marketing, service quality, customer satisfaction, and customer loyalty. Asean marketing journal, 4(1) 37-46.
References
Alkilani, K., Ling, K. C., & Abzakh, A. A. (2013). The impact of experiential marketing and customer satisfaction on customer commitment in the world of social networks. Asian Social Science, 9(1), 262-270.
Alma, B. (2007). Manajemen pemasaran dan pemasaran jasa [Marketing management and marketing services]. Bandung: Alfabeta.
Azizah, H. (2012). Pengaruh Kualitas Layanan, Citra dan Kepuasan Terhadap Loyalitas Nasabah. Management Analysis Journal, 1(2).
Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655-690). Springer, Berlin, Heidelberg.
Ekoputra, A., Hartoyo, Nurrochmat, D. (2017) The Effect of Experiental Marketing on Customer Satisfaction and Loyalty Restaurant 150 Eatery in Bogor. International Journal of Science and Research, 6(9), 267-271.
Friedman, T. L. (2007). The world is flat "A brief history of the twenty-first century. New York: Picador/Farrar.
Ghozali, I. (2006). Structural equation modeling, metode alternatif dengan partial least square, Edisi 2 [Structural equation modeling, metode alternatif dengan partial least square]. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I & Latan, H. (2015). Partial least square: konsep, teknik, dan aplikasi menggunakan program smartPLS 3.0, Edisi 2 [Partial least square: concepts, techniques, and applications using the smartPLS 3.0 program]. Semarang: Badan Penerbit Universitas Diponegoro.
Gojek (n.d.) Retrieved from https://www.gojek.com/about/
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River: Pearson Education.
Hurriyati, R. (2010). Bauran pemasaran dan loyalitas konsumen [Marketing mix and consumer loyalty]. Cetakan Ketiga. Bandung: Alfabeta.
Indrawati & Fatharani, U. S. (2016). The effect of experiential marketing towards customer satisfaction on online fashion store in Indonesia. Asia Pacific Journal of Advanced Business and Social Studies, 2(2), 232-241.
Johnson, W. C., & Weinstein, A. (2004). Delivering superior customer value in the new economy: Concepts and cases (2nd ed.). Boca Raton, Florida: CRC Press.
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications policy, 28(2), 145-159..
Kotler, P. & Armstrong, G. (2008). Prinsip-prinsip pemasaran, Edisi 12 Jilid 1 [Marketing principles]. Jakarta: Erlangga.
Kotler, P. & Keller, K. L. (2009). Manajemen pemasaran, Edisi 13 Jilid 1 [Marketing management]. Jakarta: Erlangga.
Kotler, P., Kertajaya, H., & Setiawan, I. (2010). Marketing 3.0. Jakarta: Erlangga.
Kusumawati, A. (2011). Analisis pengaruh experiential marketing terhadap kepuasan dan loyalitas pelanggan: Kasus Hypermart Malang Town Square (Matos) [Analysing the influence of experiential marketing on customer satisfaction and loyalty: Case study of Hypermart Malang Town Square]. Jurnal Manajemen Pemasaran Modern, 3, 75-81.
Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of business research, 62(10), 980-986.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the academy of marketing science, 32(3), 293-311.
Lee, M.-S., Hsiao, H.-D., & Yang, M.-F. (2011). The Study of the Relationships Among Experiential Marketing Service Quality. The International Journal of Organizational Innovation, 3(2), 352-378.
Lovelock, C. H., Wirtz, J., & Mussry, J. (2010). Manajemen pemasaran jasa manusia, teknologi, strategi [Marketing Management in Human Services, Technology, Strategy]. Jakarta: Erlangga.
Lovelock, C. H. & Wright, L. K. (2007). Manajemen Pemasaran Jasa [Marketing Management Services]. Jakarta: Indeks.
Maghnati, F., Ling, K. C., & Nasermoadeli, A. (2012). Exploring the relationship between experiential marketing and experiential value in the smartphone industry. International Business Research, 5(11), 169-177.
McFarlane, D. A. (2013). The strategic importance of customer value. Atlantic Marketing Journal, 2(1), 62-75.
Munizu, M., & Hamid, N. (2015). Satisfaction and loyalty improvement model on the quality of higher education services. Jurnal Dinamika Manajemen, 6(1), 13-24.
Pham, T. H., & Huang, Y. Y. (2015). The impact of experiential marketing on customer’s experiential value and satisfaction: An empirical study in vietnam hotel sector. Journal of Business Management & Social Sciences Research (JBM&SSR), 4(1), 1-19.
Ramadoni, F. (2017, September 4) Jumlah pengguna tranportasi online hampir mencapai 50% dari total pengguna internet. Retrieved from https://teknojurnal.com/jumlah-pengguna-tranportasi-online-hampir-mencapai-50-dari-total-pengguna-internet/
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of business research, 60(1), 21-31.
Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal (Former Series), 10(2), 10-16.
Schmitt, B. H., & Rogers, D. L. (2008). Handbook on Brand and Experience Management. Edward Elgar.
Sudaryono. (2016). Manajemen pemasaran: Teori dan implikasi [Marketing Management: Theory and Implications]. Yogyakarta: Andi.
Sugiati, T., Thoyib, A., Hadiwidjoyo, D., & Setiawan, M. (2013). The role of customer value on satisfaction and loyalty (study on hypermart’s customers). International Journal of Business and Management Invention, 2(6), 65-70.
Tjiptono, F. (2008). Service management: Mewujudkan layanan prima [Service Management: Realizing Prime Service]. Yogyakarta: Andi.
Tu, Y. T., & Chih, H. C. (2013). An empirical study of corporate brand image, customer perceived value and satisfaction on loyalty in shoe industry. Journal of Economics and Behavioral Studies, 5(7), 469-483.
Vedadi, A., Kolobandi, A., & Khazaei, P. H. (2013). The effect of customer value and satisfaction on customer loyalty: the moderating role of ethical reputation. International of Basic Sciences and Applied Research, 2(5), 453-458.
Wahyuningtyas, F. M., Achmad, F., & Zainul, A. (2017). The effect of experiential marketing on satisfaction and its impact on customer loyalty. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 105-111.
Wu, M. Y., & Tseng, L. H. (2015). Customer satisfaction and loyalty in an online shop: An experiential marketing perspective. International Journal of Business and Management, 10(1), 104-114.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
Zena, P. A., & Hadisumarto, A. D. (2013). The study of relationship among experiential marketing, service quality, customer satisfaction, and customer loyalty. Asean marketing journal, 4(1) 37-46.
Alma, B. (2007). Manajemen pemasaran dan pemasaran jasa [Marketing management and marketing services]. Bandung: Alfabeta.
Azizah, H. (2012). Pengaruh Kualitas Layanan, Citra dan Kepuasan Terhadap Loyalitas Nasabah. Management Analysis Journal, 1(2).
Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655-690). Springer, Berlin, Heidelberg.
Ekoputra, A., Hartoyo, Nurrochmat, D. (2017) The Effect of Experiental Marketing on Customer Satisfaction and Loyalty Restaurant 150 Eatery in Bogor. International Journal of Science and Research, 6(9), 267-271.
Friedman, T. L. (2007). The world is flat "A brief history of the twenty-first century. New York: Picador/Farrar.
Ghozali, I. (2006). Structural equation modeling, metode alternatif dengan partial least square, Edisi 2 [Structural equation modeling, metode alternatif dengan partial least square]. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I & Latan, H. (2015). Partial least square: konsep, teknik, dan aplikasi menggunakan program smartPLS 3.0, Edisi 2 [Partial least square: concepts, techniques, and applications using the smartPLS 3.0 program]. Semarang: Badan Penerbit Universitas Diponegoro.
Gojek (n.d.) Retrieved from https://www.gojek.com/about/
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River: Pearson Education.
Hurriyati, R. (2010). Bauran pemasaran dan loyalitas konsumen [Marketing mix and consumer loyalty]. Cetakan Ketiga. Bandung: Alfabeta.
Indrawati & Fatharani, U. S. (2016). The effect of experiential marketing towards customer satisfaction on online fashion store in Indonesia. Asia Pacific Journal of Advanced Business and Social Studies, 2(2), 232-241.
Johnson, W. C., & Weinstein, A. (2004). Delivering superior customer value in the new economy: Concepts and cases (2nd ed.). Boca Raton, Florida: CRC Press.
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications policy, 28(2), 145-159..
Kotler, P. & Armstrong, G. (2008). Prinsip-prinsip pemasaran, Edisi 12 Jilid 1 [Marketing principles]. Jakarta: Erlangga.
Kotler, P. & Keller, K. L. (2009). Manajemen pemasaran, Edisi 13 Jilid 1 [Marketing management]. Jakarta: Erlangga.
Kotler, P., Kertajaya, H., & Setiawan, I. (2010). Marketing 3.0. Jakarta: Erlangga.
Kusumawati, A. (2011). Analisis pengaruh experiential marketing terhadap kepuasan dan loyalitas pelanggan: Kasus Hypermart Malang Town Square (Matos) [Analysing the influence of experiential marketing on customer satisfaction and loyalty: Case study of Hypermart Malang Town Square]. Jurnal Manajemen Pemasaran Modern, 3, 75-81.
Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of business research, 62(10), 980-986.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the academy of marketing science, 32(3), 293-311.
Lee, M.-S., Hsiao, H.-D., & Yang, M.-F. (2011). The Study of the Relationships Among Experiential Marketing Service Quality. The International Journal of Organizational Innovation, 3(2), 352-378.
Lovelock, C. H., Wirtz, J., & Mussry, J. (2010). Manajemen pemasaran jasa manusia, teknologi, strategi [Marketing Management in Human Services, Technology, Strategy]. Jakarta: Erlangga.
Lovelock, C. H. & Wright, L. K. (2007). Manajemen Pemasaran Jasa [Marketing Management Services]. Jakarta: Indeks.
Maghnati, F., Ling, K. C., & Nasermoadeli, A. (2012). Exploring the relationship between experiential marketing and experiential value in the smartphone industry. International Business Research, 5(11), 169-177.
McFarlane, D. A. (2013). The strategic importance of customer value. Atlantic Marketing Journal, 2(1), 62-75.
Munizu, M., & Hamid, N. (2015). Satisfaction and loyalty improvement model on the quality of higher education services. Jurnal Dinamika Manajemen, 6(1), 13-24.
Pham, T. H., & Huang, Y. Y. (2015). The impact of experiential marketing on customer’s experiential value and satisfaction: An empirical study in vietnam hotel sector. Journal of Business Management & Social Sciences Research (JBM&SSR), 4(1), 1-19.
Ramadoni, F. (2017, September 4) Jumlah pengguna tranportasi online hampir mencapai 50% dari total pengguna internet. Retrieved from https://teknojurnal.com/jumlah-pengguna-tranportasi-online-hampir-mencapai-50-dari-total-pengguna-internet/
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of business research, 60(1), 21-31.
Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal (Former Series), 10(2), 10-16.
Schmitt, B. H., & Rogers, D. L. (2008). Handbook on Brand and Experience Management. Edward Elgar.
Sudaryono. (2016). Manajemen pemasaran: Teori dan implikasi [Marketing Management: Theory and Implications]. Yogyakarta: Andi.
Sugiati, T., Thoyib, A., Hadiwidjoyo, D., & Setiawan, M. (2013). The role of customer value on satisfaction and loyalty (study on hypermart’s customers). International Journal of Business and Management Invention, 2(6), 65-70.
Tjiptono, F. (2008). Service management: Mewujudkan layanan prima [Service Management: Realizing Prime Service]. Yogyakarta: Andi.
Tu, Y. T., & Chih, H. C. (2013). An empirical study of corporate brand image, customer perceived value and satisfaction on loyalty in shoe industry. Journal of Economics and Behavioral Studies, 5(7), 469-483.
Vedadi, A., Kolobandi, A., & Khazaei, P. H. (2013). The effect of customer value and satisfaction on customer loyalty: the moderating role of ethical reputation. International of Basic Sciences and Applied Research, 2(5), 453-458.
Wahyuningtyas, F. M., Achmad, F., & Zainul, A. (2017). The effect of experiential marketing on satisfaction and its impact on customer loyalty. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 105-111.
Wu, M. Y., & Tseng, L. H. (2015). Customer satisfaction and loyalty in an online shop: An experiential marketing perspective. International Journal of Business and Management, 10(1), 104-114.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
Zena, P. A., & Hadisumarto, A. D. (2013). The study of relationship among experiential marketing, service quality, customer satisfaction, and customer loyalty. Asean marketing journal, 4(1) 37-46.