Nuzulla, Firdausi Ummi (2016) Analisis Pengaruh Experiential Marketing Terhadap Kepuasan Konsumen Dan Pembelian Ulang (Studi Kasus Di Suci Catering, Gresik). Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan industri makanan dan minuman yang mengalami peningkatan menimbulkan persaingan antar sesama pelaku industri makanan dan minuman termasuk didalamnya bisnis katering. Berdasarkan data dari Badan Pusat Statistik (BPS) (2014), pertumbuhan produksi industri makanan dan minuman pada bulan Januari sampai Maret 2014 adalah 9% dibandingkan dengan periode yang sama tahun sebelumnya. Pertumbuhan tersebut cukup tinggi bila melihat pertumbuhan produksi industri makanan dan minuman pada bulan Januari sampai Maret 2013 yang hanya 0,3%. Hal ini menimbulkan pihak perusahaan atau pelaku bisnis melakukan upaya untuk menjaga konsumennya agar tidak beralih ke tempat lain dengan bisnis yang serupa. Upaya yang dapat dilakukan adalah menciptakan kepuasan konsumen dengan memberikan pengalaman (experience) kepada konsumen sehingga dapat mempengaruhi emosional konsumen. Hal tersebut juga dialami oleh Suci Catering yang tidak memiliki target penjualan tertentu yang ingin dicapai, sehingga perlu dilakukan analisis experiential marketing untuk menjaga konsumennya agar tidak beralih ke katering lain. Tujuan penelitian ini untuk mengetahui pengaruh experiential marketing yang terdiri dari sense, feel, think, act dan relate terhadap kepuasan konsumen, serta mengetahui pengaruh kepuasan konsumen terhadap pembelian ulang di Suci Catering Gresik. Instrumen penelitian yang digunakan adalah kuesioner dengan responden konsumen Suci Catering yang telah mengkonsumsi minimal 2 kali di Suci Catering. Metode yang digunakan pada penelitian ini adalah Partial Least Square (PLS). viii Hasil penelitian ini menunjukkan bahwa meningkatnya variabel act yang diukur dengan jaminan atau garansi yang diberikan dan perasaan aman mengkonsumsi makanan yang ditawarkan meningkatkan kepuasan konsumen, sehingga konsumen puas dengan pelayanan, hidangan dan menu yang disajikan. Meningkatnya kepuasan konsumen akan mengakibatkan konsumen kembali ke Suci Catering untuk melakukan pembelian ulang, memberikan rekomendasi kepada orang lain dan tidak akan berpindah ke katering lain. Akan tetapi untuk variabel sense, feel, think dan relate tidak mempengaruhi kepuasan konsumen Suci Catering.
English Abstract
The growth of food and beverage industry that increased raises the competition among food and beverage industry including catering business. Based on data from the Badan Pusat Statistik (BPS) (2014), the production growth of food and beverage industry from January to March 2014 was 9% compared with the same period the previous year. The growth is quite high compared to the food and beverage industry production in January to March 2013 which only 0.3%. This arouse the company or people in this business make efforts to maintain the consumers not to switch to another place in the similar business. Efforts to do is to satisfy the consumers by providing experience so as to affect the consumers emotion. It has also been experienced by the Suci Catering who do not have a certain sales targets to achieved, so that experiential marketing analysis is needed to maintain the consumers not to switch to another caterer. The purpose of this study is to determine the influence of experiential marketing which consists of sense, feel, think, act and relate to customer satisfaction, as well as to determine the effect of customer satisfaction with the repeat purchase in the Suci Catering Gresik. The research instrument used is a questionnaire with the Suci Catering consumer who have consumed at least 2 times in the Suci Catering as respondents. The method used in this study is the Partial Least Square (PLS). The results showed the increase in variable act measured by the guarantee or warranty given and feeling safe to consume food offered increases customer satisfaction, so that consumers are satisfied with the service, dishes, and menu served. The increase of customer satisfaction will lead the x consumers back to the Suci Catering to repeat purchase, recommend to others, and will not switch to another caterer. However sense, feel, think and relate variable do not affect consumers satisfaction of Suci Catering.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/586/ 051601011 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Hasil Pertanian |
| Depositing User: | Kustati |
| Date Deposited: | 17 Feb 2016 13:14 |
| Last Modified: | 03 Dec 2021 03:21 |
| URI: | http://repository.ub.ac.id/id/eprint/150522 |
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