Pengaruh experiental marketing terhadap loyalitas pelanggan pada kopikir coffee dan tv Surabaya

Herianto, Andi (2023) Pengaruh experiental marketing terhadap loyalitas pelanggan pada kopikir coffee dan tv Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

This study aims to analyze the effect of experiential marketing on customer loyalty at Kopikir Coffee & Tv Surabaya and find out what variables have the most influence. The independent variables in this study are Sense(X1), Feel(X2), Think(X3), Act(X4), Relate(X5) and Customer Loyalty (Y) as the Dependent Variable. In this study using purposive sampling technique, which means determining the sampling by displaying withdrawals that are in accordance with the research objectives. The sample in this study were 120 respondents. The test equipment used in this study is hypothesis testing carried out by f test, t test and coefficient of determination test (R2) while for the analysis technique using multiple linear regression analysis and dominant test analysis. From the results of the tests that have been carried out, the results show that the independent variables Sense(X1), Feel(X2), Think(X3), Act(X4), Relate(X5) have a significant effect on the dependent variable customer loyalty (Y) either simultaneously or partially and it was found that Feel(X2) was the most dominant variable. Keywords: Experiential Marketing, Customer Loyalty

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Experiential Marketing, Customer Loyalty
Subjects:	L Education > L Education (General)
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	mr andi herianto
Date Deposited:	18 Apr 2023 05:08
Last Modified:	18 Apr 2023 05:08
URI:	http://erepository.uwks.ac.id/id/eprint/14197

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