Muhammad Fikri HB, HB, Muhammad Fikri (2025) PENGARUH EVENT MARKETING, PERCEIVED VALUE DAN WORD OF MOUTH TERHADAP LOYALITAS KONSUMEN MALL ITC KEBON KALAPA BANDUNG SKRIPSI. S1 thesis, Universitas Islam Nusantara.

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Abstract

This research aims to analyze the influence of event marketing, perceived value, and word of mouth on consumer loyalty at ITC Kebon Kalapa Mall Bandung. The phenomenon of declining visitors and the increasing number of negative reviews regarding facilities and services highlight the need for appropriate marketing strategies to retain consumers. This study employed a quantitative method with descriptive and verificative approaches. Primary data were collected through questionnaires distributed to 385 respondents who had visited ITC Kebon Kalapa Mall Bandung. Data were analyzed using multiple linear regression, partial test (ttest), simultaneous test (F-test), and coefficient of determination (R²).The results show that event marketing has a positive and significant effect on consumer loyalty. Perceived value also has a positive and significant influence on consumer loyalty, as does word of mouth. Simultaneously, the three independent variables have a positive and significant effect on consumer loyalty, with an adjusted R² value of 0.588 or 58.8%. This means that event marketing, perceived value, and word of mouth explain 58.8% of consumer loyalty, while the remaining 41.2% is influenced by other factors not examined in this study.The findings imply that ITC Kebon Kalapa Mall Bandung management needs to improve the quality of event implementation, enhance perceived value through better facilities and services, and encourage positive word of mouth to maintain and increase consumer loyalty. Keywords: Event Marketing, Perceived Value, Word of Mouth, Consumer Loyalty

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