The Model of Experiental Marketing, Service Quality, and Customer Loyalty

Zulki Zulkifli Noor, Dr. Dr. Zulki Zulkifli Noor, SH, ST, MH, MM, M.Kn (2020) The Model of Experiental Marketing, Service Quality, and Customer Loyalty. Journal of Talent Development and Excellence, 12 (1). pp. 192-199. ISSN 18690459

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Abstract

This study aimed to determine the effect of experiential marketing on customer loyalty, knowing the impact of service quality on customer loyalty, and determine the influence of experiential marketing and service quality on customer loyalty. The methodology used is a descriptive quantitative method, the unit of analysis in this study is Konichiwaas well as the unit of observation is the customer Konichiwa. The population in this study were customers eating in Konichiwain 2018 as many as 5894 subscribers. The sampling technique using techniques Slovin and gained as much as 98 customers. Data were analyzed using multiple linear regression analysis methods. The results showed that experiential marketing partially positive and significant impact on customer loyalty. Service quality and significant positive effect on customer loyalty. Simultaneously, experiential marketing and service quality simultaneously positive and significant impact on customer loyalty.

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	PASCA SARJANA > S2-Manajemen
Depositing User:	Mrs irene rene
Date Deposited:	13 Nov 2020 10:10
Last Modified:	16 Nov 2020 07:51
URI:	http://repo.jayabaya.ac.id/id/eprint/65

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