PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN DIMEDIASI OLEH KEPUASAN PELANGGAN (STUDI PADA RESTORAN BONCAFE DI SURABAYA)

  • Ninuk Muljani Universitas Katolik Widya Mandala Surabaya
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Abstract

This study aims to examine the effect of experiential marketing on customer loyalty at Boncafe Restaurant in Surabaya which involves 150 customers as respondents. However, the data that can be processed further is only from 137 respondents who filled out the questionnaire completely. With regression analysis using the SPSS program and path analysis, it was found that experiential marketing has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, and experiential marketing has a positive and significant effect on customer loyalty, both directly and through customer satisfaction. From these findings, Boncafe restaurants should pay attention to experiential marketing, namely by maintaining and even improving quality, both in terms of food and beverages offered, services provided and in terms of facilities provided, including facilities related to interior design of the room that give a classic impression and interesting for its customers to immortalize. With the increase in experiential marketing that gives a positive and deep impression to customers, customer satisfaction will also increase and in the end customers will become loyal.


Penelitian ini bertujuan untuk menguji pengaruh experiential marketing terhadap loyalitas pelanggan Restoran Boncafe di Surabaya yang melibatkan 150 pelanggan sebagai responden. Namun data yang dapat diolah lebih lanjut hanya dari 137 responden yang mengisi kuesioner dengan lengkap. Dengan analisis regresi menggunakan program SPSS dan analisis jalur, ditemukan bahwa experiential marketing berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, dan experiential marketing berpengaruh positif dan signifikan terhadap loyalitas pelanggan, baik secara langsung maupun melalui kepuasan pelanggan. Dari temuan tersebut, maka restoran Boncafe hendaknya memperhatikan experiential marketing, yaitu dengan mempertahankan bahkan meningkatkan kualitas, baik dari segi makanan dan minuman yang ditawarkan, layanan yang diberikan maupun dari segi fasilitas yang disediakan, termasuk fasilitas yang terkait dengan desain interior ruangan yang memberikan kesan klasik dan menarik untuk diabadikan oleh para pelanggannya. Dengan meningkatnya experiential marketing yang memberikan kesan positif dan mendalam kepada pelanggan, maka kepuasan pelanggan juga akan meningkat dan pada akhirnya pelanggan menjadi loyal.


 

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Published
2021-06-30
How to Cite
MULJANI, Ninuk. PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN DIMEDIASI OLEH KEPUASAN PELANGGAN (STUDI PADA RESTORAN BONCAFE DI SURABAYA). Procuratio : Jurnal Ilmiah Manajemen, [S.l.], v. 9, n. 2, p. 210-221, june 2021. ISSN 2580-3743. Available at: <http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/1131>. Date accessed: 24 oct. 2021. doi: https://doi.org/10.35145/procuratio.v9i2.1131.

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