Comparative Study of Experiential Marketing, Brand Image and Customer Loyalty on Starbucks

Maulana, Ahmad and Andriana, Isni (2022) Comparative Study of Experiential Marketing, Brand Image and Customer Loyalty on Starbucks. Jurnal Ilmiah Manajemen Bisnis dan Terapan (JEMBATAN), 19 (1). pp. 138-148. ISSN 0216-6836

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Abstract

This study aims to find out a comparison of experiential marketing, brand image, customer loyalty between Starbucks Kambang Iwak and Palembang Indah Mall. The data used in this study were primary data, with a sample of 100 respondents using a non-probability sampling technique with a purposive sampling approach. The analytical techniques used in this study were descriptive analysis and Mann Whitney difference test using the SPSS 25 program. The results showed that there are differences in experiential marketing and customer loyalty between Starbuck Kambang Iwak and Starbucks Palembang Indah Mall while there is no difference in brand image between Starbuck Kambang Iwak and Starbucks Palembang Indah Mall.

Item Type:	Article
Subjects:	#2 Repository of Library Services > Documentation of Important Decrees (UU, PP, Permen etc) #3 Repository of Lecturer Academic Credit Systems (TPAK) > Articles Access for TPAK (Not Open Sources)
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Dr Ahmad Maulana Maulana
Date Deposited:	09 Jun 2023 02:48
Last Modified:	09 Jun 2023 02:48
URI:	http://repository.unsri.ac.id/id/eprint/108115

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