PENGARUH EXPERIENTAL MARKETING TERHADAP LOYALITAS KONSUMEN BAROPI GRILL & COFFEE PALEMBANG

MUHAMMAD, ABIYYU and Thamrin, Kemas Muhammad Husni and Nailis, Welly and Iisnawati, Iisnawati (2022) PENGARUH EXPERIENTAL MARKETING TERHADAP LOYALITAS KONSUMEN BAROPI GRILL & COFFEE PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the effect of experiential marketing on consumer loyalty Baropi Grill & Coffee Palembang. This study uses a quantitative approach with the method of collecting data through questionnaires. The population in this study were all consumers of Baropi Grill & Coffee Palembang. The sampling method used purposive sampling with a total sample of 100 respondents. This study uses descriptive analysis techniques, multiple linear regression analysis and coefficient of determination. The results showed that simultaneously and partially the variables sense, feel, think, act, relate to the dependent variable, namely consumer loyalty. The results of this show that the variables sense and think have no effect on consumer loyalty Baropi Grill & Coffee Palembang, while the variables feel, act, relate have a significant influence on consumer loyalty Baropi Grill & Coffee Palembang.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Experiental Marketing, Sense, Feel, Think, Act, Relate, Loyalitas Konsumen
Subjects:	L Education > LT Textbooks
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Abiyyu Muhammad
Date Deposited:	24 Jan 2022 08:25
Last Modified:	24 Jan 2022 08:25
URI:	http://repository.unsri.ac.id/id/eprint/62431

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