Analisis Pengaruh Service Quality, Physical Environment, Experiential Marketing, dan Enjoyment terhadap Customer Loyalty melalui Customer Satisfaction pada pengunjung karaoke Happy Puppy di ota Samarinda --Ed. 1

ABSTRACT
The purpose of this paper is to analyze the Analysis of Service Quality,
Physical Environment, Experiential Marketing, and Enjoyment on Customer
Loyalty through Customer Satisfaction at Happy Puppy karaoke visitors in
Samarinda city. This paper uses a quantitative approach using path analysis
processed with IBM SPSS Statistic V 23 and Structural Equation Modeling (SEM)
software with IBM AMOS V 5 software. Used sample of 144 people taken from a
number of users of karaoke visitors Happy Puppy in Samarinda city. Scale
measurement using Likert scale with a score of 1 - 5. In this study also tested the
validity and reliability test, then carried out further test of estimation and structural
test fit model.
Based on the structural model it can be proven that Service Quality,
Physical Environment, and Experiential Marketing have a significant effect on
Customer Satisfaction. Service Quality, Experiential Marketing and Customer
Satisfaction have a significant effect on Customer Loyalty. Enjoyment does not
have a significant effect on Customer Satisfaction, Physical Environment and
Enjoyment which does not have a significant effect on Customer Loyalty.
Keywords : Service Quality, Physical Environment, Experiential Marketing,
Enjoyment, Customer Loyalty, Customer Satisfaction, Happy Puppy.
ABSTRAK
Penelitian ini bertujuan untuk menganalisa Analisis Pengaruh Service
Quality, Physical Environment, Experiential Marketing, dan Enjoyment terhadap
Customer Loyalty melalui Customer Satisfaction pada pengunjung karaoke
Happy Puppy di kota Samarinda. Penelitian ini menggunakan pendekatan
kuantitatif dengan menggunakan path analysis yang diolah dengan software IBM
SPSS Statistic 23 dan Structural Equation Modeling (SEM) dengan software IBM
AMOS 5. Penelitian ini menggunakan sampel sebanyak 144 orang yang diambil
dari sejumlah penggunjung karaoke Happy Puppy di kota Samarinda. Skala
pengukuran menggunakan skala Likert dengan skor 1 - 5. Dalam penelitian ini
juga dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan selanjutnya
dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Service Quality,
Physical Environment, dan Experiential Marketing berpengaruh signifikan
terhadap Customer Satisfaction. Service Quality, Experiential Marketing dan
Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty.
Enjoyment tidak berpengaruh signifikan terhadap Customer Satisfaction,
Physical Environment dan Enjoyment tidak berpengaruh signifikan terhadap
Customer Loyalty.
Keywords : Service Quality, Physical Environment, Experiential Marketing,
Enjoyment, Customer Loyalty, Customer Satisfaction, Happy Puppy.