Pengaruh Experiential Marketing terhadap Customer Satisfaction pada Coffee Shop Unsilent, Starbucks, Let'kiss

Kohar, Ken Ken (2021) Pengaruh Experiential Marketing terhadap Customer Satisfaction pada Coffee Shop Unsilent, Starbucks, Let'kiss. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

Coffee shop is one of the food and beverages industry businesses that prioritizes a comfortable atmosphere by using an experiential marketing strategy. Many coffee shops use a concept or unique idea make them different from anothe coffee shop, the goal is to attract consumers, but sometimes it is not optimal in its application. This study purpose to determine and prove whether the experiential marketing variable has a positive and significant effect on customer satisfaction. The population in this study were all consumers who do purchase transactions at Unsilent, Starbucks coffee, and Let'kiss. The sampling technique in this study used a quota sampling with a total sample size of 100 respondents and data collection using a questionnaire instrument. The analysis technique used is validity test, reliability test, classic assumption test, normality test and heteroscedasticity test, simple linear regression analysis, t test, and the coefficient of determination (R2). The results show that experiential marketing has a positive and significant effect on customer satisfaction.

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