Analisis Pengaruh Strategic Experience Modules pada loyalitas Pelanggan pada Rumah Makan Nasi Bancakan Bandung
| Main Authors: | , Dinni Chaerani Ahmad, , Dr. Ike Janita Dewi, MBA. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/120387/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=60418 |
Daftar Isi:
- A lot of Restaurants operate in Indonesia created a tough competition in the quality of service and the quality of the product. To be able to enter, to survive and to continue to thrive in the competition, companies need to know the appropriate marketing strategies. The marketing concept which provides a unique experience to the customers is known as experiential marketing. Aspects of experiential marketing consist of Sense, Feel, Think, Act and Relate. This concept is trying to present a unique, positive and memorable to consumers. This study aims to analyze Strategic Experience Modules (SEMs) in experiential marketing applied by Rumah Makan Nasi Bancakan (RMNB) and to discuss the impact of the experiential marketing with customer loyalty. Type of research used in this research is explanatory. The sampling technique used in this study is a type of non probability sampling with purposive sampling. Primary data was collected using a questionnaire survey method. Research object of the 100 respondents who were eating in RMNB. Measurement data with Likert scale Like. The results of this survey were processed using reliability analysis, validity analysis, Descriptive Analysis and Multiple Regression Analysis. Based on the results of the study indicate: (1) There is a significant correlation between experiential marketing with customer loyalty with correlation coefficients (rho) between all the dimensions simultaneously in experiential marketing on customer loyalty by 0.647. (2) The results obtained coefficient of determination is equal to 0.418 or 41.8%, this value reflects the variation in changes in the variabels of customer loyalty, customer loyalty that can be determined by all the dimensions simultaneously in experiential marketing as much as 41.8%, and the balance of 58.2% is the determination of the other dimensions that are not included in this study. (3) ACT Marketing does not have a significant effect on customer loyalty RMNB partial. (4) The value of the standardized beta coefficient that is equal to 0.391 indicates that the variabel / dimension Sense has the most dominant influence. This research is expected to give RMNB useful informations about its customer behavior towards their products, in terms of Experiential Marketing presented to consumers.