ANALISIS PENGARUH EXPERIENTIAL MARKETING DAN KUALITAS PELAYANAN PADA KEPUASAN KONSUMEN DAN LOYALITAS KONSUMEN DI THE HOUSE OF RAMINTEN YOGYAKARTA
| Main Authors: | , Yoespie Dian Anggraeni Asyifah, , Dr. Ike Janita Dewi, MBA. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/99645/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55775 |
Daftar Isi:
- This study has the objective to determine the influence of marketing on the experience and service quality on satisfaction and customer loyality in a restaurant, expecially in the House Of Raminten. The variables used are expected to innovate marketers to be more observant and aware of the importance of direct consumer marketing experience. Sample in this study using the 150 respondents who obtained directly in the field that makes a purchase at raminten and have certain qualifications. In this study using to methods, namely, simple regression to determine the relationship between satisfaction and loyality as well as multiple regression to determine the relationship between experiental marketing, service quality on customer satisfaction. The analysis in this study indicate that there are significant and positive effect between experiental marketing on customer satisfaction. There is a significant and positive influence of service quality to customer satisfaction Ramiten Yogyakarta. There is a significant and positive effect of satisfaction on customer loyality Raminten Yogyakarta. Can be concluded that the role of marketing and service quality have a major impact in creating customer satisfaction and customer loyality so that marketers can develop their business.