CD Skripsi

Pengaruh Customer Relationship Marketing Dan Experiential Marketing Berbasis Marketing 6.0 Pada Fitur Shopee Terhadap Loyalitas Pelanggan Gen Zilennials Produk Skincare Skintific Di Kota Pekanbaru

---

ABSTRACK
This study aims to determine the effect of Customer Relationship Marketing and Experiential Marketing Based on Marketing 6.0 on Shopee Features on Gen Zillenials Customer Loyalty for Skintific Skincare Products in Pekanbaru City with Customer Satisfaction as a mediating variable. The population studied in this study were Generation Z and Generation Millennials who had used the Shopee Skin Cam feature when shopping for Skintific Skincare products in Pekanbaru City. Sampling was carried out using a non- probability sampling technique with a sample size of 400 respondents. The data obtained were analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method through SmartPLS software version 4.1.1.2. The results of this study indicate that Customer Relationship Marketing has a positive and significant effect on Customer Satisfaction, Customer Relationship Marketing has a positive and significant effect on Customer Loyalty, Experiential Marketing has a positive and significant effect on Customer Satisfaction, Experiential Marketing has a positive and significant effect on Customer Loyalty, Customer Satisfaction has a positive and significant effect on Customer Loyalty, Customer Relationship Marketing through Customer Satisfaction has a positive and significant effect on Customer Loyalty, Experiential Marketing through Customer Satisfaction has a positive and significant effect on Customer Loyalty. The results of this study provide significant implications for the development of the Shopee Skin Cam Feature on purchasing Skintific Skincare products. The conclusion of this finding shows that Customer Relationship Marketing and Experiential Marketing are factors that must always be developed, with Customer Satisfaction having a very important role in increasing Customer Loyalty.
Keywords: Customer Relationship Marketing, Experiential Marketing, Customer Satisfaction, Customer Loyalty

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2102114188

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2102114188

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar