Putri Damayanti, Lestari (2023) PENGARUH EXPERIENTIAL MARKETING DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (STUDI KASUS RUMAH MAKAN TERMINAL BANDENG). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine whether the influence of experiential marketing and customer satisfaction affects customer loyalty at Terminal Bandeng Restaurant. The type of research used is quantitative descriptive research. This research method uses a survey method. The research instrument used was a questionnaire distributed to customers at the Bandeng Terminal Restaurant, using a Likert scale as a measurement scale. The sampling technique used non probability in the form of accidental sampling with a sample size of 100 people. The results showed that the R Squere value of 0.669 means that 66.3% of experiential marketing and customer satisfaction affect customer loyalty at the Bandeng Terminal Restaurant. While the remaining 33.7% is explained by other variables that are not known in this study. The results of the t test show that the significance value of experiential marketing is 4.461> 0.05, meaning that partially there is a significant influence between customer loyalty variables. The significance value of customer satisfaction is 0.398> 0.05, meaning that partially there is a significant influence between customer loyalty variables. The results of the f test show a significance value of 0.000 <0.05, which means that experiential marketing and customer satisfaction have an effect on customer loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui apakah pengaruh experiential marketing dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan di Restoran Terminal Bandeng. Jenis penelitian yang digunakan adalah penelitian deskriptif kuantitatif. Metode penelitian ini menggunakan metode survei. Instrumen penelitian yang digunakan adalah kuesioner yang disebarkan kepada pelanggan di Rumah Makan Terminal Bandeng, dengan menggunakan skala likert sebagai skala pengukuran. Teknik pengambilan sampel menggunakan non probability berupa accidental sampling dengan jumlah sampel sebanyak 100 orang. Hasil penelitian menunjukkan bahwa nilai R Squere sebesar 0,669 artinya 66,3% experiential marketing dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan di Rumah Makan Terminal Bandeng. Sedangkan sisanya sebesar 33,7% dijelaskan oleh variabel lain yang tidak diketahui dalam penelitian ini. Hasil uji t menunjukkan bahwa nilai signifikansi experiential marketing sebesar 4,461 > 0,05, artinya secara parsial terdapat pengaruh yang signifikan antara variabel loyalitas pelanggan. Nilai signifikansi kepuasan pelanggan sebesar 0,398 > 0,05, artinya secara parsial terdapat pengaruh yang signifikan antara variabel loyalitas pelanggan. Hasil uji f menunjukkan nilai signifikansi sebesar 0,000 < 0,05 yang berarti experiential marketing dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. | |||||||||
| Uncontrolled Keywords: | Customer Satisfaction, Customer Loyalty, Experiential Marketing Kepuasan Pelanggan, Loyalitas Pelanggan, Experiential Marketing | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Lestari Putri Damayanti | |||||||||
| Date Deposited: | 08 Aug 2023 14:24 | |||||||||
| Last Modified: | 08 Aug 2023 14:24 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27703 |
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