Pengaruh experiential marketing dan service quality terhadap customer loyalty melalui customer satisfaction di Cafe Excelso Surabaya Town Square

Julianto, Joseph (2016) Pengaruh experiential marketing dan service quality terhadap customer loyalty melalui customer satisfaction di Cafe Excelso Surabaya Town Square. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Tujuan dalam Penelitian ini bertujuan untuk mengetahui dan menjelaskan bagaimana pengaruh experiential marketing dan service quality terhadap customer loyalty melalui customer satisfaction di cafe Excelso Surabaya Town Square. Pada penelitian ini yang digunakan adalah penelitian konklusif atau causal research. Sampel penelitian menggunakan sebanyak 150 orang konsumen di cafe Excelso Surabaya Town Square. Teknik pengambilan sampel yang digunakan adalah non-probability sampling, jenis metode yang digunakan adalah purposive sampling. Penelitian ini menggunakan structural equation model sebagai alat analisis data.Temuan penelitian ini menunjukkan bahwa experiential marketing terbukti berpengaruh secara langsung terhadap customer satisfaction, service quality berpengaruh secara langsung terhadap customer satisfaction, customer satisfaction berpengaruh secara langsung terhadap customer loyalty, experiential marketing terbukti berpengaruh terhadap customer loyalty melalui customer satisfaction, service quality terbukti berpengaruh terhadap customer loyalty melalui customer satisfaction customer satisfaction.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Experiential marketing, service quality, customer satisfaction, customer loyalty
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Joseph Julianto
Date Deposited: 11 Aug 2016 08:03
Last Modified: 11 Aug 2016 08:03
URI: http://repository.ukwms.ac.id/id/eprint/7983

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