Pengaruh Experiential Marketing Terhadap Kepuasan Pelanggan Pada Bangsal Kopi Jl T Imam Bonjol Lubuk Pakam

Abstract

This reseach aims to find out (1)whether experiential marketing has a positive and significant on customer satisfaction in bangsal coffee lubuk pakam (2)how big the influence of experiential marketing on customer satisfaction in bangsal coffee lubuk pakam. In this research data collected through observational methods and dissemination of questionnaire against the 96 respondent bangsal coffee customers, and subsequently carried out an analysis of the data obtained with the technique of data analysis descriptive and quantitative. Based on data processing conducted by researcher, obtained a simple linier regression equation is : Y = 4,649 + 0,905X. Constant value = 4,649, meaning is without the variable experiential marketing, then the customer satisfaction in bangsal coffee will be worth 4,649. From the equation is known that the regression coefficient is 0,905, indicated that the variable is positive and influential experiential marketing significantly to customer satisfaction,which means that every variable experiential marketing increase, then customer satisfaction will be increased by 0,905. Based on the results of hypothesis testing or t test obtained t_{count >}t_table = 32,837 > 1,986, it show Ha accept and Ho rejected, means experiential marketing significantly influence customer satisfaction at bangsal coffee. And based on test of coefficient of determination or (R²) obtainet result equal to 0,920 or 92%, mean analysis model used to explain influence experiential marketing to customer satisfaction equal to 92% while rest 8% influence by other variable outside research