THE EFFECT OF EXPERIENTIAL MARKETING AND EMOTIONAL MARKETING TO CUSTOMER LOYALTY (THE SURVEY TO VISITORS OF KOPI PROGO RESTAURANT IN BANDUNG)
| Main Authors: | Dwi Santy, Raeni, Herlambang, Mukti |
|---|---|
| Format: | Article PeerReviewed |
| Terbitan: |
Universitas Komputer Indonesia
, 2018
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| Online Access: |
http://repository.unikom.ac.id/58682/ http://elib.unikom.ac.id/gdl.php?mod=browse&op=read&id=jbptunikompp-gdl-raenidwisa-39195 |
Daftar Isi:
- Today,business development more rapidly,business communities compete in to gain customers. Since 2011, Kopi Progo Restaurant decline of visitors and visitors loyality started to rise.The purpose of this research is to find out customers response to experiential marketing and emotional marketing on Kopi Progo Restaurant to measure indicators of experiential marketing and emotional marketing to customer loyalty on Kopi Progo��s Restaurant. The Sampling techniques that usedin this research is random sampling, techniques mean is taking a random sampling to a hundred customers of Kopi Progo��s Restaurant. Analysis techniques used is multiple regression with the smallest quadratic equationsand hypothesis testing used t-statisticto test partial regretion coefficient and f-statisticto test influence both of the variables. Hypothesis testing said, experiential marketing and emotional marketing on Kopi Progo Restaurant got good responses from customers. Experiential marketing and Emotional marketing As partial, influence significantly to customer loyalty. Variables of experiential marketing and emotional marketing as simultant, influence significantly to customer loyalty.