Analisis pengaruh eksperiental marketing terhadap minat beli ulang pada konsumen 3 Coffee di kota Madiun

Krisiensi, Seren Meidia (2021) Analisis pengaruh eksperiental marketing terhadap minat beli ulang pada konsumen 3 Coffee di kota Madiun. Undergraduate thesis, Widya Mandala Surabaya Catholic University.

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Abstract

Penelitian ini bertujuan guna menguji signifikansi pengaruh experiental marketing yang terbagi atas sense experience, feel experience, think experience, action experience, relation experience terhadap minat beli ulang pada konsumen coffee shop 3 coffee di kota Madiun. Dengan jumlah sampel 100 responden menggunakan teknik purposive sampling. Analisis data menggunakan regresi linier berganda. Secara parsial dan simultan didapatkan hasil bahwa variabel experiental marketing yang terbagi atas sense experience, feel experience, think experience, action experience, relation experience berpengaruh signifikan positif terhadap minat beli ulang. Nilai koefisien determinasi (R2) sebesar 0,760 (76%) artinya variabel experiental marketing yang terdiri dari sense experience, feel experience, think experience, action experience, relation experience menjelaskan pengaruh sebesar 76% dan sisanya 24% dipengaruhi oleh variabel lain yang tidak dimasukkan kedalam penelitian.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
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Thesis advisor
Paulus, Ardianus Laurens
NIDN0721048301
UNSPECIFIED
Uncontrolled Keywords: experiental marketing, minat beli ulang
Subjects: Widya Mandala Catholic University on Madiun Campus > Faculty of Economics
Business > Management
Divisions: Faculty of Business > PSDKU - Management Undergraduate Study Program
Depositing User: Agnes Dewi Karuniasari Wibisono
Date Deposited: 23 Sep 2021 04:11
Last Modified: 27 Oct 2021 05:03
URI: http://repository.ukwms.ac.id/id/eprint/26674

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