PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS KONSUMEN RESTORAN ORIENTAL DI BENGKULU

Yayuk Winarsih(1), Sularsih Anggarawati(2),
(1) Universitas Bengkulu, Indonesia
(2) Universitas Bengkulu, Indonesia

Abstract


This research is conducted to analyze the influence of experiential
marketing to customer loyalty at sumpit mas restaurant in Bengkulu. The population of the research is the customer of sumpit mas restaurant. The amount of samples are selected 150 costumers by using accidental sampling. The research consists of a dependent variable that is customer loyalty and five independent variables which are dimension of experiential marketing : sense, feel, think, act and relate. Data analysis was carried out quantitatively, using multiple regression analysis with previously tested for validity and reliability. The result showed that sense,feel,think,act and relate towards of the customer loyalty respectively. The result of this research convey that all of the independent variables simultaneously affect the customer loyalty positif and
significantly. Partially test proved that all variables affect positif and significant to costumer loyalty where sense variable has affected most significantly. Therefore sumpit mas restaurant should be pay attetion seriously to increase all independent variables to enhance the customer loyalty such as to give cheff sharingpayment system, set the time standar in order taking, serve customer more friendly, hold costumer gathering event at sumpit mas. Management of the companies should improve experiental marketing so in the future customer loyalty more improve and better.


Keywords


experiental marketing, loyalty, restaurant



DOI: https://doi.org/10.33369/insight.12.1.113-123

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Copyright (c) 2019 Yayuk Winarsih, Sularsih Anggarawati

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Jurusan Manajemen, Fakultas Ekonomi dan Bisnis
Universitas Bengkulu, Indonesia
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Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License