Pengaruh Experiential Value terhadap Customer Satisfaction (Survei Konsumen pada Chagiya Korean Suki and Bbq Café di Kota Bandung)

Angga Fauzi Soleh, Ratih Tresnati

Abstract


Abstract. The purpose of this research is to investigate the implementation of experiential value by the Chagiya Korean Suki and BBQ Cafe, to determine the response of consumers regarding the implementation of experiential value by the Chagiya Korean Suki and BBQ Cafe, to determine the level of consumer satisfaction for Chagiya Korean Suki and BBQ Café product, and to find out how much influence the experiential value to consumers satisfaction. The method that was used is explanatory survey method and the technic is non probability accidential sampling. The type of research is verifikaif quantitative. The population in this research is the customer Chagiya Korean Suki and BBQ Cafe. The sample was taken from 100 respondent people. The data collecting technic that used was simple linear regression and the purpose is to know the influence between independent variable with dependent variable. The results of this study show the influence content marketing on consumer purchase intention with a value of p = 0.000, correlation coefficient of 0,737 (R = 0,737), and the determinant coefficient (R-Square / R2) of 54,3%. This means that there is influence between experiential value to consumers satisfaction.

Keywords: Experiential Value, Customer Satisfaction.

 

Abstrak. Tujuan penelitian ini adalah untuk mengetahui pelaksanaan experiential value yang dilakukan oleh Chagiya Korean Suki And BBQ Cafe, untuk mengetahui tanggapan konsumen tentang pelaksanaan experiential value yang dilakukan oleh Chagiya Korean Suki And BBQ Cafe, untuk mengetahui tingkat kepuasan konsumen (customer satisfaction) pada produk Chagiya Korean Suki And BBQ Cafe, dan untuk mencari seberapa besar pengaruh experiential value terhadap customer satisfaction. Penelitian ini dilakukan pada Chagiya Korean Suki And BBQ Cafe di Kota Bandung. Metode yang digunakan adalah metode explanatory survei dan teknik penarikan sampel adalah  non probability accidential sampling. Jenis penelitian ini adalah verifikatif kuantitatif. Populasi dalam penelitian ini adalah konsumen Chagiya Korean Suki and BBQ Cafe. Sampel yang diambil adalah 100 orang responden. Metode analisis data yang digunakan adalah analisis regresi linier sederhana bertujuan untuk mengetahui arah hubungan antara variabel independen dengan variabel dependen. Hasil penelitian  ini menunjukkan adanya pengaruh experiential value terhadap customer satisfaction dengan nilai p = 0.000, koefisien korelasi sebesar  0,737 (R = 0,737), dan koefisien determinan (R-Square/R2) sebesar 54,3%. Artinya terdapat pengaruh antara experiential value terhadap customer satisfaction.

Kata Kunci: Experiential Value, Customer Satisfaction.


Keywords


Experiential Value, Customer Satisfaction

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DOI: http://dx.doi.org/10.29313/.v0i0.9003

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