PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN DI CARNIVOR SURABAYA

Jevon Andrew, Kevin Howard, Agung Harianto

Abstract


ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh variabel yang ada pada Experiential Marketing yang terdiri dari sense, feel, think, act, relate terhadap Kepuasan Konsumen, serta variabel yang paling dominan. Penelitian ini mengambil obyek restoran Carnivor Surabaya. Penelitian ini menggunakan metode penelitian kuantitatif dengan responden sebanyak 107 orang dan menggunakan purposive sampling. Data dalam penelitian ini diolah menggunakan SPSS. Hasil dari penelitian ini menunjukkan bahwa semua variabel yang ada pada Experiential Marketing berpengaruh positif dan signifikan terhadap Kepuasan Konsumen Carnivor Surabaya. Act merupakan variabel yang paling dominan terhadap Kepuasan Konsumen Carnivor Surabaya.
Kata Kunci :Experiential Marketing, Pemasaran, Kepuasan Konsumen, Restoran.
The Impact of Experiential Marketing towards Customer Satisfaction in Carnivor Surabaya
ABSTRACT
This study is intended to determine the impact of Experiential Marketing’s that consists of sense, feel, think, act, relate towards Customer Satisfaction in Carnivor Surabaya. This research uses quantitative research methods with 107 respondents and using purposive sampling. The data in this study were processed using SPSS. The results of this study indicate that all of Experiential Marketing’s variabels have a positive and significant effect on Customer Satisfaction in Carnivor Surabaya. Act is the most dominant variabel on Customer Satisfaction in Carnivor Surabaya.
Keywords : Experiential Marketing, Marketing, Customer Satisfaction, Restaurant.


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