angin, Samion Felix Perangin and Ida Yulianti,, SE., MM., MBA. (2022) Pengaruh Experiential Marketing Terhadap Customer Satisfaction Pada Industri Cafe Counter Service Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini membahas tentang pengaruh experiential marketing terhadap customer satisfaction pada industri cafe counter service dikota Malang. Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap customer satisfaction. Terdapat lima dimensi experiential marketing, yaitu sense, feel, think, act dan relate, dan variabel dependen yang terkait, adalah customer satisfaction. Penelitian ini menggunakan pendekatan kuantitatif, dengan menggunakan kuesioner google form sebagai metode pengumpulan data. Teknik pengambilan sampel menggunakan teknik nonprobability sampling dengan jumlah sampel 116 responden. Teknik analisis data menggunakan analisis statistik deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa experiential marketing yang terdiri dari sense, feel, think, act, dan relate berpengaruh signifikan dan positif terhadap customer satisfaction.
English Abstract
This research examines the influence of experiential marketing on customer satisfaction study on counter service café industry in Malang city, Indonesia. The research aims to find out the effect of experiential marketing on customer satisfaction. There are five dimensions of experiential marketing as independent namely, sense, feel, think, act, and relate, and one dependent variable, is customer satisfaction. This research uses a quantitative approach and google form questionnaire as the data collection method. The sampling technique using non-probability sampling technique with 116 sample of respondents. The data analysis technique is descriptive statistical analysis and multiple linear regression analysis. The result shows that experiential marketing which consist of sense, feel, think, act, and relate, have a significant and positive influence on customer satisfaction.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020523 |
| Uncontrolled Keywords: | Experiential Marketing, Customer Satisfaction, dan industri cafe counter service |
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 17 Jan 2024 02:34 |
| Last Modified: | 17 Jan 2024 02:34 |
| URI: | http://repository.ub.ac.id/id/eprint/206010 |
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Text (DALAM MASA EMBARGO)
SAMION FELIX PERANGIN-ANGIN.pdf Restricted to Registered users only until 31 December 2025. Download (2MB) |
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