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) |
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Department: | S1 - Manajemen |
Contributors: | Contribution Contributors NIDN / NIDK Email Thesis advisor Paulus, Ardianus Laurens NIDN0721048301 UNSPECIFIED |
Uncontrolled Keywords: | experiental marketing, minat beli ulang |
Subjects: | Widya Mandala Catholic University on Madiun Campus > Faculty of Business 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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