MOHAMAD, DIGAR YOGA PANGESTU (2024) PENGARUH EXPERENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN PADA CAFE DRAGON JAJAG BANYUWANGI. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This study aims to determine the effect of experential marketing on consumer satisfaction at Cafe Dragon Jajag Banyuwangi. The sample used was 95 respondents. Using purposive sampling technique. The data analysis method uses multiple linear regression, with the help of SPSS 25. This study focuses on five aspects of experiential marketing strategy, namely sense (experience through the senses), feel (feelings and emotions), think (cognitive thinking), act (behavior and interaction). , and relate (relations with the community). Cafe Dragon Jajag Banyuwangi became the subject of research, and data was obtained from a survey of the cafe's consumers. Data processing through multiple regression analysis shows a positive and significant relationship between each aspect of experiential marketing and the level of customer satisfaction. The results of this study make an important contribution to understanding how experiential marketing strategies affect consumer satisfaction in the context of the culinary industry, especially in cafes. These findings provide guidance for companies, especially Cafe Dragon Jajag, in designing marketing strategies that are more focused on creating positive experiences for consumers, from the aspect of sensory experience to relations with the community. In addition, this study also provides guidance for further research to dig deeper into the factors that contribute to consumer satisfaction and customer loyalty in the context of the food and beverage business. Keywords: Consumer Satisfaction, Experiential Marketing

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 06:15
Last Modified:	10 Feb 2025 06:15
URI:	http://repo.itsm.ac.id/id/eprint/1238

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