PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN (STUDI PADA CAFE DI KOTA JAMBI)

PUTRI, WIRA NUGRAHA PUTRI (2021) PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN (STUDI PADA CAFE DI KOTA JAMBI). S1 thesis, MANAJEMEN.

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Abstract

ABSTRACT : This study aims to analyze the effect of Experiential Marketing on Customer Loyalty and Customer Satisfaction as an intermediary variable. The research subjects were visitors to Jkov Koffie, Unico Food, Social & Coffee, Leon Coffee and Hello Sapa Jambi. Analysis of the data used is a quantitative descriptive survey. The number of samples used amounted to 100 respondents. The data is processed and analyzed using Partial Least Square (PLS) 3.2.7. The results show that Experiential Marketing has a significant effect on Customer Loyalty and Customer Satisfaction mediating the effect of experiential marketing partially mediated. Memorable and good experiences felt by customers can create loyal customers, this is indicated by visits and repeat purchases made by customers. For companies, maintain the quality of the taste of food and beverages to maintain the company's image which has a positive and significant effect, and improve the quality of the reputation variable on the brand which will affect customer attitudes towards the brand to increase customer satisfaction and loyalty. Keywords : Experiential Marketing, Customer’s Satisfaction, Customer’s Loyalty, Cafe, Partially Mediated.

Type: Thesis (S1)
Subjects: L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: PUTRI
Date Deposited: 02 Dec 2021 06:25
Last Modified: 02 Dec 2021 06:25
URI: https://repository.unja.ac.id/id/eprint/28094

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