Kristanto, Denny (2013) Pengaruh experiential marketing dan service quality terhadap customer loyalty melalui customer satisfaction pada starbucks di Surabaya. Masters thesis, Universtitas Pelita Harapan.
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Abstract
Minum kopi sudah menjadi suatu gaya hidup dalam masyarakat. Bertambahnya gerai-gerai coffee house di Surabaya menandakan banyaknya peluang usaha di bisnis tersebut. Bukan hanya pemain lama seperti Starbucks, tetapi banyak pemain baru yang bisnis utamanya bukan di bidang kopi ikut meramaikan pasar coffee shop di Surabaya. Guna mempertahankan customer loyalty, maka customer satisfaction harus diperhatikan oleh perusahaan. Oleh sebab itu diadakan penelitian untuk mengetahui apakah experiential marketing dan service quality akan mempengaruhi customer loyalty melalui customer satisfaction. Pengumpulan data dilakukan dengan menyebarkan kuesioner dan diperoleh data sebanyak 173 responden yang pernah berkunjung dan melakukan pembelian di gerai Starbucks Surabaya. Analisa data diolah dengan menggunakan Structural Equation Modeling serta dilakukan uji asumsi, reliabilitas dan validitas serta uji kesesuaian model. Berdasarkan hasil penelitian, ternyata sense perception punya pengaruh paling besar terhadap customer satisfaction dan customer loyalty. Selain itu, service quality dan experiential marketing yang dirasakan pelanggan melalui feel perception dan think perception juga berpengaruh langsung terhadap customer satisfaction dan berpengaruh tidak langsung terhadap customer loyalty
Item Type: | Thesis (Masters) | ||||||
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Uncontrolled Keywords: | experiential marketing; service quality; customer satisfaction; customer loyalty | ||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Master of Management Current > Faculty/School - UPH Surabaya > Business School > Master of Management |
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Depositing User: | Rafael Rudy | ||||||
Date Deposited: | 28 Nov 2022 08:25 | ||||||
Last Modified: | 28 Nov 2022 08:25 | ||||||
URI: | http://repository.uph.edu/id/eprint/51478 |
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