Pengaruh Experiential Marketing Terhadap Experiential Value Serta Dampaknya Pada Customer Satisfaction Coffee Toffee
Abstract
Penelitian ini membahas tentang pengaruh experiential marketing terhadap experiential value serta dampaknya pada customer satisfaction. Subjek penelitian ialah konsumen Coffee Toffee Margonda 2 Depok tahun 2019. Penelitian ini menggunakan metode survei, dengan pendekatan kuantitatif. Metode analisis menggunakan empat analisis regresi linier berganda. Hasil penelitian : berdasarkan uji regresi linier berganda 1, sense, feel, dan relate berpengaruh positif terhadap emotional value, sedangkan think dan act tidak berpengaruh terhadap emotional value. Berdasarkan uji regresi linier berganda 2 : sense dan feel berpengaruh positif terhadap functional value, sedangkan think, act dan relate tidak berpengaruh terhadap functional value. Berdasarkan uji regresi linier berganda 3 : sense, feel, dan relate berpengaruh positif terhadap social value, sedangkan think dan act tidak berpengaruh terhadap social value. Berdasarkan uji regresi linier berganda 4 : emotional value, functional value, dan social value berpengaruh positif terhadap customer satisfaction. Kesimpulan: terdapat 11 hipotesis yang diterima dan 7 hipotesis yang ditolak. Kontribusi paling besar untuk customer satisfaction berasal dari strategi sense, diikuti oleh startegi feel dan strategi relate. Saran: jika Coffee Toffee ingin meningkatkan customer satisfaction maka Coffee Toffee dapat berfokus pada strategi sense, feel, dan relate
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DOI: http://dx.doi.org/10.36451/j.isip.v19i2.216
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