PENGARUH FAKTOR – FAKTOR EXPERIENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN PADA RESTORAN DAN CAFE EGGSPERIENCE DI PALEMBANG

Chandra, Novian (2018) PENGARUH FAKTOR – FAKTOR EXPERIENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN PADA RESTORAN DAN CAFE EGGSPERIENCE DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine the effect of experiential marketing factors on consumer satisfaction. The population in this study were all who bought food and drink at the restaurant and cafe eggs experience in Palembang more than 1 time. The sample in this study were consumers who were in restaurants and cafe eggsperience who were and had consumed food or drinks and had felt the facilities provided by eggsperience to consumers. The sample is determined based on non-probability sampling method with purposive sampling technique that is as many as 100 respondent. The test was carried out using SPSS 23. The research has fulfilled the requirements of validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, F test and t test and coefficient of determination (R^2). The results of this study indicate that sense, feel, think and relate have no significant effect on customer satisfaction and act variables have a positive and significant effect on customer satisfaction. Keywords: experiential marketing, sense, feel, think, act, relate, customer satisfaction

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