STUDI KOMPARATIF EXPERIENTIAL MARKETING, BRAND IMAGE DAN CUSTOMER LOYALTY STARBUCKS KAMBANG IWAK DAN PALEMBANG INDAH MALL

ZHAFIRI, FARRELL FARHAN and Andriana, Isni and Maulana, Ahmad (2022) STUDI KOMPARATIF EXPERIENTIAL MARKETING, BRAND IMAGE DAN CUSTOMER LOYALTY STARBUCKS KAMBANG IWAK DAN PALEMBANG INDAH MALL. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to find out the comparison of experiential marketing, brand image and 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:	Thesis (Undergraduate)
Uncontrolled Keywords:	Pemasaran Pengalaman, Citra Merek, Loyalitas Konsumen
Subjects:	H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Farrell Farhan Zhafiri
Date Deposited:	09 Aug 2022 03:41
Last Modified:	09 Aug 2022 03:41
URI:	http://repository.unsri.ac.id/id/eprint/76885

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