Email this article Pengaruh Experiental Marketing terhadap Customer Satisfaction dan Word of Mouth (Survei pada Pelanggan Cafe Tangga Langit, Kabupaten Kediri)
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh experiential marketing terhadap Customer Satisfaction dan Word of Mouth dengan survei pada pelanggan Cafe Tangga Langit. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Data yang digunakan dalam penelitian ini merupakan data primer melalui penyebaran kuesioner. Pemilihan sampel dalam penelitian ini menggunakan teknik Non-Probability Sampling dengan jumlah sampel sebanyak 116 sampel berdasarkan kriteria yang ditentukan. Hasil penelitian menunjukkan bahwa variabel Experiential Marketing berpengaruh positif dan signifikan terhadap variabel Customer Satisfaction. Variabel Customer Satisfaction berpengaruh positif dan signifikan terhadap variabel Word of Mouth. Variabel Experiential Marketing berpengaruh positif dan signifikan terhadap variabel Word of Mouth.
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DOI: http://dx.doi.org/10.35448/jrbmt.v8i2.29396
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