ANALISIS PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN (Studi Kasus pada Sop Buah “X” kota Semarang)
| Main Authors: | Lullulangi, Irene Rosa; Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro, Sutopo, Sutopo; Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Faculty of Economics and Business Diponegoro University
, 2015
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| Subjects: | |
| Online Access: |
http://ejournal-s1.undip.ac.id/index.php/djom/article/view/12928 http://ejournal-s1.undip.ac.id/index.php/djom/article/view/12928/12531 |
Daftar Isi:
- This research aims to analyze the influence of experiential marketing to customers satisfaction of Sop Buah “X” in Semarang on Tembalang nearby Universitas Diponegoro. This research consists of dependent variable which is customer satisfaction (Y) and five independent variables which are experiential marketing consists of sense (X1), feel (X2), think (X3 ) , act (X4) and relate (X5). The population of the research is the customer of Sop Buah “X” who have purchased more than two times with a sample of 100 respondents. The sampling technique that is used in this research is purposive sampling (judgement sampling), then the data was processed by multiple regression analysisThere were five hypotheses being tested in this study, all of them are acceptable. This condition indicates that all of five variables have positive influence on the application ofexperiential marketing on customers satisfaction of Sop Buah “X” in Semarang, namely: sense, feel, think, act and relate. The result shows that the research model can be accepted. Adjusted R square showed at moderate level 52,4 %. It mean 47,6 % was explained by other factor which were not examined in this search.