Az-zahra, Farah Fahlevy and Dr. Drs. Edy Yulianto, MP. (2023) Pengaruh Experiential Marketing Terhadap Customer Loyalty Konsumen Starbucks Ijen Malang (Survei Pada Mahasiswa Aktif di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan di dunia bisnis semakin kompetitif membuat semua pelaku bisnis harus memikirkan strategi dan teknik pemasaran yang bisa diandalkan agar bisnis mereka tetap dapat berjalan dengan baik dan masuk dengan tepat di pasar. Oleh karena itu, pelaku bisnis banyak melakukan evaluasi yang menghasilkan strategi bersaingnya agar dapat menghasilkan pelanggan yang loyal. Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh Experiential Marketing yang terdiri dari variabel Sense, Feel, Think, Act, dan Relate secara simultan terhadap Customer Loyalty dan menganalisa pengaruh variabel Sense, Feel, Think, Act, dan Relate berpengaruh signifikan secara parsial terhadap Customer Loyalty. Penelitian ini menggunakan explanatory research atau jenis penelitian penjelasan dengan pendekatan kuantitatif. Penelitian dilakukan dengan sampel sebanyak 116 responden yang merupakan konsumen dari Coffee Shop Starbucks Ijen Malang dengan teknik pengambilan sampel menggunakan purposive sampling, serta metode pengumpulan data menggunakan kuesioner yang dibagikan melalui Google Form. Teknik analisis data yang digunakan adalah Analisis Deskriptif dan Analisis Regresi Linier Berganda. Hasil dari penelitian ini menunjukkan bahwa Experiential Marketing yang terdiri dari 5 variabel di dalamnya yaitu Sense, Feel, Think, Act, dan Relate berpengaruh signifikan secara simultan terhadap Customer Loyalty. Serta variabel Sense, Feel, Think, Act, dan Relate berpengaruh signifikan secara parsial terhadap Customer Loyalty.
English Abstract
The development in the business world, which is becoming increasingly competitive, requires all business actors to think about reliable marketing strategies and techniques to ensure that their businesses continue to run well and effectively penetrate the market. Therefore, many business actors conduct evaluations that result in competitive strategies to generate loyal customers. This study aims to determine and analyze the simultaneous influence of Experiential Marketing, which consists of the variables Sense, Feel, Think, Act, and Relate, on Customer Loyalty, as well as to analyze the partial influence of the variables Sense, Feel, Think, Act, and Relate on Customer Loyalty. This research uses explanatory research or explanatory type of research with a quantitative approach. The study was conducted with a sample of 116 respondents who are customers of Starbucks Ijen Malang Coffee Shop, using purposive sampling as the sampling technique, and data collection m ethod through a questionnaire distributed via Google Form. The data analysis techniques used were Descriptive Analysis and Multiple Linear Regression Analysis. The results of this study indicate that Experiential Marketing, consisting of the 5 variables Sense, Feel, Think, Act, and Relate, has a significant simultaneous influence on Customer Loyalty. Additionally, the variables Sense, Feel, Think, Act, and Relate have a significant partial influence on Customer Loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030572 |
| Uncontrolled Keywords: | Experiential Marketing, Customer Loyalty. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 12 Jan 2024 07:10 |
| Last Modified: | 12 Jan 2024 07:10 |
| URI: | http://repository.ub.ac.id/id/eprint/208926 |
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