PENGARUH EXPERIENTIALMARKETINGTERHADAP KEPUASAN PELANGGAN DI STARBUCKS(STUDI KASUS PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA)

IWAN KURNIAWAN, . (2020) PENGARUH EXPERIENTIALMARKETINGTERHADAP KEPUASAN PELANGGAN DI STARBUCKS(STUDI KASUS PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

IWAN KURNIAWAN. 1702517021. Pengaruh Experiential Marketing terhadap Kepuasan Pelanggan di Starbucks (Studi Kasus pada Mahasiswa Universitas Negeri Jakarta). Program Studi DIII Manajemen Pemasaran. Fakultas Ekonomi. Universitas Negeri Jakarta Penelitian ini bertujuan untuk mengetahui: 1) deskripsi experiential marketing, 2) deskripsi kepuasan pelanggan, dan 3) pengaruh experiential marketing terhadap kepuasan pelanggan di Starbucks. Populasi dalam penelitian ini adalah mahasiswa Universitas Negeri Jakarta yang membeli produk Starbucks minimal 2 kali pembelian. Metode dalam penelitian ini menggunakan analisis deskriptif. Metode pengumpulan data pada penelitian ini melalui kuesioner. Teknik analisis data menggunakan uji instrumen, uji asumsi klasik, regresi linear sederhana, koefisien determinasi dan uji hipotesis dengan menggunakan aplikasi SPSS versi 25 untuk pengolahan data. Hasil penelitian menunjukkan bahwa experiential marketing berpengaruh pada kepuasan pelanggan. Dalam Koefisien Determinasi (R2) experiential marketing mempengaruhi kepuasan pelanggan sebesar 57,7% dan 42,3% dipengaruhi oleh variabel lain. Kata Kunci: Experiential Marketing, Kepuasan Pelanggan. IWAN KURNIAWAN. 1702517021. The Effect of Marketing Experiential on Customer Satisfaction at Starbucks (Case Study on State University of Jakarta). DIII Study Program in Marketing Management. Faculty of Economics. State University of Jakarta This study aims to find out: 1) description of experiential marketing, 2) description of customer satisfaction, and 3) the effect of experiential marketing on customer satisfaction at Starbucks. The population in this study is the Jakarta State University students who buy Starbucks products at least 2 times the purchase. The method in this study uses descriptive analysis. Data collection methods in this study through a questionnaire. Data analysis techniques using the instrument test, classical assumption test, simple linear regression, coefficient of determination and hypothesis testing using SPSS version 25 for data processing. The results showed that experiential marketing has an effect on customer satisfaction. In the coefficient of determination (R2) experiential marketing affects customer satisfaction by 57.7% and 42.3% is influenced by other variables. Keywords: Experiential Marketing, Customer Satisfaction.

Item Type: Thesis (Diploma)
Additional Information: Christian Wiradendi Wolor, SE., MM ;
Subjects: Manajemen > Manajemen Pemasaran
Divisions: FE > D III Manajemen Pemasaran
Depositing User: Users 5972 not found.
Date Deposited: 14 Sep 2020 09:29
Last Modified: 14 Sep 2020 09:29
URI: http://repository.unj.ac.id/id/eprint/9998

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