Electronic Theses and Dissertation

abstrak penelitian. ini bertujuan. untuk. mengukur pengaruh aktivitas. pemasaran dan pengalaman. pelanggan.terhadap niat membeli yang di mediasi kualitas. hubungan pada pelanggan merek nike dikota banda aceh. data diperoleh dengan survei sebagai teknik pengumpulan data dengan kuesioner sebagai alat pengumpul data. sampel sebanyak 171 pelanggan merek nike di kota banda aceh dipilih untuk mewakili populasi dan menggunakan teknik sampling non probability sampling terkusus porposive sampling. pengujian hipotesis dilkakuan dengan menggunakan analisis linear berganda sebagai metode pengujian hipotesis dan software statistical package for the social sicence sebagai alat bantu pengukuran. hasil pengujian hipotesis menunjukan bahwa aktivitas pemasaran berpengaruh signifikan terhadap niat membeli, variabel pengalaman pelanggan juga berpengaruh signifikan terhadap niat membeli, variabel kualitas hubungan memediasi variabel aktivitas pemasaran dan variabel pengalaman pelanggan terhadap niat membeli pelanggan merek nike di kota banda aceh kata kunci : niat membeli, aktivitas pemasaran, pengalaman pelanggan, kualitas hubungan

ABSTRACT This. study. aims to. measure the influence of marketing. activities and. customer. experience on purchase intentions mediated by relationship quality on Nike brand customers in Banda Aceh city. Data were obtained by survey as a data collection technique with a questionnaire as a data collection tool. A sample of 171 Nike brand customers in Banda Aceh city was selected to represent the population and using non-probability sampling techniques, especially purposive sampling. Hypothesis testing was carried out using multiple linear analysis as a hypothesis testing method and the Statistical Package for the Social Science Software as a measurement tool. The results of hypothesis testing show that marketing activities have a significant effect on purchase intentions, customer experience variables also have a significant effect on purchase intentions, relationship quality variables mediate marketing activity variables and customer experience variables on purchase intentions of Nike brand customers in Banda Aceh City. Keyword : Purchase Intention, Marketing Activity, Customer Experience, Relationship Quality