PENGARUH EXPERIENTAL MARKETING TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER’S BRAND LOYALTY PIZZA HUT KOTA JAMBI (Effect of Experiental Marketing onCustumer Satisfaction andCustomer’s Brand Loyalty In Pizza Hut in Jambi City)

yacob, syahmardi and Octavia, Ade and Oktaviani, Eni PENGARUH EXPERIENTAL MARKETING TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER’S BRAND LOYALTY PIZZA HUT KOTA JAMBI (Effect of Experiental Marketing onCustumer Satisfaction andCustomer’s Brand Loyalty In Pizza Hut in Jambi City). non available. (Unpublished)

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Abstract

This study aims to examine and analyze the influence of experiential marketing to customer satisfaction and customer's brand loyalty. Data were collected through questionnaires and implemented from 250 respondents of Pizza Hut consumers in Jambi City. Data analysis in this study using the help of SPSS version 22 and SEM-AMOS 22. Sampling technique using census method and test technique data used in this study include the validity test with factor analysis. Test Fit Model (goodness fit of model), to verify and prove the research hypothesis. The result of analysis shows that experiential marketing to customer satisfaction and customer's brand loyalty has a positive influence. Keywords: Experiential Marketing, Customer Satisfaction, Customer's Brand Loyalty, Pizza Hut, Jambi City

Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: ?? sch_man ??
Depositing User: Prof Syahmardi Yacob
Date Deposited: 28 Jul 2017 03:55
Last Modified: 28 Jul 2017 03:55
URI: https://repository.unja.ac.id/id/eprint/1578

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