PENGARUH EXPERIENTIAL MARKETING DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA RESTORAN UMAEH INYONG DI PURWOKERTO

Bella, Chrisanti Puspa Sari (2018) PENGARUH EXPERIENTIAL MARKETING DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA RESTORAN UMAEH INYONG DI PURWOKERTO. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui apakah experiential marketing dan kepuasan pelanggan memiliki pengaruh terhadap loyalitas pelanggan. Penelitian ini menggunakan analisis deskriptif presentase dan analisis regresi linear berganda. Pengambilan sampel untuk penelitian ini menggunakan metode accidental sampling dengan jumlah 115 responden yang pernah dan atau sedang mengunjungi Restoran Umaeh Inyong. Untuk melihat kontribusi setiap variabel bebas secara parsial digunakan uji t dan untuk menguji hipotesis secara simultan digunakan uji f. Kontribusi variabel experiential marketing (X1) dan variabel kepuasan pelanggan (X2) berperan dalam mempengaruhi variabel loyalitas pelanggan (Y) sebesar 65,8% dan sisanya dipengaruhi oleh variabel lainnya.;---This study aims to determine whether experiential marketing and customer satisfaction have an influence on customer loyalty. This study uses descriptive analysis of percentage and multiple linear regression analysis. Sampling for this research using accidental sampling method with the number of 115 respondents who have been and or are visiting Umaeh Inyong Restaurant. To see the contribution of each independent variable partially used t test and to test the hypothesis simultaneously used test f. The contribution of experiential marketing variable (X1) and customer satisfaction variable (X2) play a role in influencing customer loyalty (Y) variable equal to 65,8% and the rest influenced by other variable.

Item Type: Thesis (S1)
Additional Information: No. Panggil : S MIK BEL p-2018; Pembimbing : I. Agus Sudono, II. Diyah Setiyorini; NIM. : 1403706.
Uncontrolled Keywords: Experiential Marketing, Kepuasan Pelanggan, Loyalitas Pelanggan, Experiential Marketing, Customer Satisfaction, Customer Loyalty.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Isma Anggini Saktiani
Date Deposited: 20 Jun 2019 02:23
Last Modified: 20 Jun 2019 02:23
URI: http://repository.upi.edu/id/eprint/35527

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