Pengaruh Experiential Marketing dan Kepuasan Konsumen terhadap Loyalitas Konsumen pada Restoran Cepat Saji Mcdonald’s Bandung Indah Plaza

Ria Ramadhanty Harin, Ratih Tresnati

Abstract


Abstract. The purpose of this study was to study the implementation of Experiential Marketing carried out by Mcdonald’s Bandung Indah Plaza fast food restaurant, to find out Customer Satisfaction in the Mcdonald’s Bandung Indah Plaza fast food restaurant,, to find out Customer Loyalty in the Mcdonald’s Bandung Indah Plaza fast food restaurant, and to find out more about Experiential Marketing and Satisfaction Customers to Customer Loyalty. The method used is the survey method and the sample collection technique is non-probability. This type of research is quantitative verification. The population in this study were consumers of Mcdonald’s Bandung Indah Plaza fast food restaurant. The sample taken was 100 respondents. The data analysis method used is multiple linear analysis to determine the direction of the relationship between the independent variable (X1) and the independent variable (X2) with the dependent variable.The results of this test state that the Experiential Marketing variable has a significant effect on Customer Loyalty, and the partial Customer Satisfaction variable significantly increases Customer Loyalty. And Stimulatively the Experiential Marketing and Customer Satisfaction variables significantly influence Customer Loyalty in the Mcdonald’s Bandung Indah Plaza fast food restaurant.

Keywords: Experiential Marketing, Customer Satisfaction, Customer Loyalty

Abstrak. Tujuan penelitian ini adalah untuk mengetahui pelaksanaan Experiential Marketing yang dilakukan oleh restoran cepat saji Mcdonald’s Bandung Indah Plaza, untuk mengetahui Kepuasan Konsumen di restoran cepat saji Mcdonald’s Bandung Indah Plaza, untuk mengetahui Loyalitas Konsumen pada restoran cepat saji Mcdonald’s Bandung Indah Plaza dan untuk mencari seberapa besar pengaruh Experiential Marketing dan Kepuasan Konsumen terhadap Loyalitas Konsumen. Metode yang digunakan adalah metode survei dan teknik penarikan sample adalah non-probability. Jenis penelitian ini adalah verifikatif kuantitatif. Populasi dalam penelitian ini adalah konsumen restoran cepat saji Mcdonald’s Bandung Indah Plaza. Sample yang diambil adalah 100 orang responden. Metode analisis data yang digunakan adalah analisis linear berganda bertujuan untuk mengetahui arah hubungan antara variable independen (X1) dan variable independen (X2) dengan variable dependen. Hasil pengujian ini menyatakan bahwa variable Experiential Marketing secara parsial berpengaruh signifikan terhadap Loyalitas Konsumen, dan variable Kepuasan Konsumen secara parsial berpengaruh signifikan terhadap Loyalitas Konsumen. Dan Secara Stimultan variable Experiential Marketing dan Kepuasan Konsumen berpengaruh signifikan terhadap Loyalitas Konsumen pada restoran cepat saji Mcdonald’s Bandung Indah Plaza.

Kata kunci: Experiential Marketing, Kepuasan Konsumen, Loyalitas Konsumen


Keywords


Experiential Marketing, Kepuasan Konsumen, Loyalitas Konsumen

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References


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