Pengaruh Emotion Marketing Dengan Hallmark’s Value Star Model Terhadap Customer Loyalty Pada Pelanggan Alfamart Di Banjarmasin

Jody Septian Resnanda, Nuril Huda, Siti Aliyati Al Bushairi Bushairi

Sari


This study aims to identify and analyze the influence of emotion marketing by using Hallmark's value star model that consists of product, money, equity, experience, and energy toward customer loyalty of Alfamart customers in Banjarmasin. The sampling technique used in this research was done by using convenience sampling method which fall under non-probability sampling category. The number of respondents that has been determined as the sample to represent the population of Alfamart customers in Banjarmasin is as many as one hundred and twenty-eight people in which the data will be processed by using data analysis technique of Structural Equation Modelling. The result of data analysis in this study proves the positive influence on customer loyalty by the elements in the emotional side of Hallmark's value value star model that consists of equity, experience and energy and the absence of influence by the elements in the rational side of Hallmark's value star model consisting of products and money.

Keywords: Emotion Marketing, Customer Loyalty.


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Referensi


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