?url_ver=Z39.88-2004&rft_id=2116051037&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+IKLAN+DAN+PENGALAMAN+PELANGGAN+TERHADAP+LOYALITAS+PELANGGAN+PADA+KONSUMEN+KERIPIK+PISANG+ADEZA+DENGAN+KEPUASAN+PELANGGAN+SEBAGAI+VARIABEL+MEDIASI&rft.creator=Adelia+%2C+Putri+Pratiwi&rft.subject=381+Perdagangan&rft.description=Pada+era+globalisasi+saat+ini%2C+persaingan+di+industri+makanan+ringan+semakin+ketat%2C+terutama+dengan+meningkatnya+jumlah+pemain+dalam+pasar+yang+menawarkan+produk+serupa.+Salah+satu+kunci+untuk+menghadapi+persaingan+dan+mempertahankan+usaha+mereka+yaitu+dengan+meningkatkan+loyalitas+pelanggan.+Penelitian+ini+bertujuan+untuk+mengetahui+pengaruh+iklan+dan+pengalaman+pelanggan+terhadap+loyalitas+pelanggan+keripik+pisang+ADEZA+dengan+kepuasan+%0D%0Asebagai+variabel+mediasi.+Penelitian+ini+berjenis+explanatory+research+dengan+pendekatan+kuantitatif.+Populasi+pada+penelitian+ini+merupakan+seluruh+konsumen+keripik+pisang+ADEZA.+Teknik+pengambilan+sampel+yang+digunakan+adalah+incidental+sampling+dengan+jumlah+sampel+sebanyak+100+responden.+Data+tersebut+diperoleh+dari+kuesioner+dengan+menggunakan+skala+likert.+Teknik+analisis+data+menggunakan+Partial+Least+Square+(PLS).+Hasil+penelitian+ini+menunjukkan+bahwa+iklan+berpengaruh+positif+dan+signifikan+terhadap+kepuasan+pelanggan%2C+iklan+bernilai+negatif+dan+tidak+berpengaruh+secara+signifikan+terhadap+loyalitas+pelanggan%2C+pengalaman+pelanggan+berpengaruh+positif+dan+signifikan+terhadap+kepuasan+pelanggan%2C+pengalaman+pelanggan+berpengaruh+positif+dan+signifikan+terhadap+loyalitas+pelanggan%2C+iklan+berpengaruh+positif+dan+signifikan+terhadap+loyalitas+pelanggan+yang+dimediasi+melalui+kepuasan+pelanggan%2C+serta+pengalaman+pelanggan+berpengaruh+positif+dan+signifikan+terhadap+loyalitas+pelanggan+yang+dimediasi+melalui+kepuasan+pelanggan.++%0D%0A%0D%0AKata+Kunci%3A+Iklan%2C+Pengalaman+Pelanggan%2C+Kepuasan+Pelanggan%2C+dan+Loyalitas+Pelanggan+%0D%0A%0D%0AIn+the+current+era+of+globalization%2C+competition+in+the+snack+food+industry+is+getting+tougher%2C+especially+with+the+increasing+number+of+players+in+the+market+offering+similar+products.+One+of+the+keys+to+facing+competition+and+maintaining+their+business+is+by+increasing+customer+loyalty.+This+study+aims+to+determine+the+effect+of+advertising+and+customer+experience+on+ADEZA+banana+chips+customer+loyalty+with+satisfaction+as+a+mediating+variable.+This+research+is+explanatory+research+with+a+quantitative+approach.+The+population+in+this+study+were+all+ADEZA+banana+chip+consumers.+The+sampling+technique+used+was+incidental+sampling+with+a+sample+size+of+100+respondents.+The+data+was+obtained+from+a+questionnaire+using+a+Likert+scale.+The+data+analysis+technique+uses+Partial+Least+Square+(PLS).+The+results+of+this+study+indicate+that+advertising+has+a+positive+and+significant+effect+on+customer+satisfaction%2C+advertising+is+negative+and+has+no+significant+effect+on+customer+loyalty%2C+customer+experience+has+a+positive+and+significant+effect+on+customer+satisfaction%2C+customer+experience+has+a+positive+and+significant+effect+on++customer+loyalty%2C+advertising+has+a+positive+and+significant+effect+on+customer+loyalty+mediated+through+customer+satisfaction%2C+and+customer+experience+has+a+positive+and+significant+effect+on+customer+loyalty+mediated+through+customer+satisfaction.++%0D%0A%0D%0AKeywords%3A+Advertising%2C+Customer+Experience%2C+Customer+Satisfaction%2C+and+Customer+Loyalty+%0D%0A&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-01-14&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F81684%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F81684%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F81684%2F3%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Adelia+%2C+Putri+Pratiwi++(2025)+PENGARUH+IKLAN+DAN+PENGALAMAN+PELANGGAN+TERHADAP+LOYALITAS+PELANGGAN+PADA+KONSUMEN+KERIPIK+PISANG+ADEZA+DENGAN+KEPUASAN+PELANGGAN+SEBAGAI+VARIABEL+MEDIASI.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F81684%2F