1PENGARUH EXPERIENTIAL MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA KFC (KENTUCKY FRIED CHICKEN) SERANG
| Main Author: | Fani, Fani |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | ind |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/13194/1/PENGARUH%20EXPERIENTIAL%20MARKETING%20DAN%20KUALITAS%20PELAYANAN%20TERHADAP%20KEPUASAN%20PELANGGAN%20PADA%20KFC%20%28KENT.pdf https://eprints.untirta.ac.id/13194/ https://feb.untirta.ac.id |
Daftar Isi:
- The purpose of the study to determine the influence of experiential marketing (X1) and service quality (X2) to customer satisfaction (Y). Based on the level of explanation of this research, including research into associative. Associative research is research that aims to determine the relationship between two or more variables. Based on the data of this research is quantitative research, meaning research using numeric data. The samples used in this study is 100 respondents. From the results of calculations using SPSS 20. The results showed that: (1) There is a significant relationship between experiential marketing to customer satisfaction with value t-count > t-table (4.454 > 1.9845) and sig (0.00 < 0.05) because the significance is less than 0,05 so that Ho is rejected and Ha accepted. (2) There is a significant relationship between service quality on customer satisfaction with value t-count > t-table (2.238 > 1.9845) and sig (0.027 < 0.05) because the significance is less than 0.05 so that Ho is rejected and Ha accepted. 3) There is a significant relationship between experiential marketing and service quality on customer satisfaction with an f-count > f-table (33,315 > 3.0902) and sig (0.00 < 0.05) due to the significance of less than 0.05 so Ho is rejected and Ha accepted. Regression equation obtained KPlg = 2,151 + 0,158 EM + 0,117 KP.