Sari, Nisrina Luthfi (2019) The Influence Of Experiential Marketing Toward Customer Satisfaction And Its Impact On Electronic Word Of Mouth (Survey On Customers Of Marugame Udon Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini berdasarkan pada Experiential Marketing sebagai salah satu strategi pemasaran yang bisa diterapkan untuk segala bidang bisnis salah satunya ialah dibidang food and beverage dengan harapan untuk menciptakan kepuasan yang akan mendorong para pelanggan dalam membentuk perilaku pasca pembelian (post-purchase behavior). Penelitian ini dilakukan di franchise restaurant udon dari Jepang yaitu Marugame Udon Indonesia yang memiliki konsep unik yaitu open kitchen, freshly cooked dan self-service. Penelitian ini bertujuan untuk mengetahui: (1) Pengaruh Experiential Marketing terhadap Customer Satisfaction; (2) Pengaruh Experiential Marketing terhadap eWOM (3) Pengaruh Customer Satisfaction terhadap eWOM. Jenis penelitian yang digunakan ialah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Teknik pengambilan sample dalam penelitian ini menggunakan teknik purposive sampling berjumlah 116 orang respondent dengan menentukan beberapa pertimbangan tertentu. Analisis data yang digunakan dalam penelitian ini menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan: (1) Experiential Marketing memiliki pengaruh langsung signifikan terhadap Customer Satisfaction; (2) Experiential Marketing memiliki pengaruh langsung signifikan terhadap eWOM (3) Customer Satisfaction memiliki pengaruh langsung signifikan terhadap eWOM. Penelitian ini menyarankan agar Marugame Udon Indonesia terus menjaga dan meningkatkan indikator Experiential Marketing dan Customer Satisfaction. Hal itu karena Experiential Marketing tidak hanya memiliki pengaruh langsung signifikan terhadap eWOM tetapi juga melalui Customer Satisfaction.
English Abstract
This research is based on Experiential Marketing as one of the marketing strategies that can be applied to all fields of business, one of them is food and beverage business in the hope of creating satisfaction that will encourage customers to shape post-purchase behavior. This research was conducted in the Japanese udon franchise, Marugame Udon Indonesia, which has a unique concept of open kitchen, freshly cooked and selfservice. This purpose of this research are to analyze: (1) The influence of Experiential Marketing on Customer Satisfaction; (2) The influence of Experiential Marketing on eWOM (3) The influence of Customer Satisfaction on eWOM. Type of research used is explanatory research with a quantitative approach. The sampling technique that used in this research is purposive sampling technique amounted to 116 respondents by determining certain considerations. Data analysis used in this research using descriptive analysis and path analysis. The results of the research revealed that: (1) Experiential Marketing has a significant direct influence on Customer Satisfaction; (2) Experiential Marketing has a significant direct influence on eWOM (3) Customer Satisfaction has a significant direct influence on eWOM. This research suggested that Marugame Udon Indonesia had to continue to maintain and improve the Experiential Marketing and Customer Satisfaction indicators. Since Experiential Marketing not only has a significant direct influence on eWOM but also through Customer Satisfaction.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/231/051906179 |
| Uncontrolled Keywords: | Experiential Marketing, Customer Satisfaction, eWOM, |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Nur Cholis |
| Date Deposited: | 04 Nov 2020 02:28 |
| Last Modified: | 04 Nov 2020 02:28 |
| URI: | http://repository.ub.ac.id/id/eprint/172676 |
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