Pengaruh Experiential Marketing Dan Perceived Quality Terhadap Loyalitas Pelanggan

Hidayah, Jihan Nur and , Kussudyarsana, S.E., M.Si., Ph.D. (2024) Pengaruh Experiential Marketing Dan Perceived Quality Terhadap Loyalitas Pelanggan. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Competition between business actors is becoming increasingly fierce, especially in the culinary industry which is currently experiencing an increase in its development to dominate the business sector in Indonesia, so customer loyalty has an important role in a company, maintaining customers means improving financial performance and maintaining company survival, this is the main reason for a company to attract and retain customers. For this reason, this study aims to analyze the effect of Experiential Marketing and Perceived Quality on Customer Loyalty with 150 respondents. The sampling technique used in this study was purposive sampling. This research method is quantitative and uses multiple linear regression as an analytical tool. The results of this study are Experiential Marketing has a significant effect on Customer Loyalty, Perceived Quality has a significant effect on Customer Loyalty, and Experiential Marketing and Perceived Quality simultaneously or together affect Customer Loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Experiential Marketing, Perceived Quality, Customer Loyalty.
Subjects:	H Social Sciences > HD Management, Business and Labor > HD28 Management H Social Sciences > HD Management, Business and Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	JIHAN NUR HIDAYAH
Date Deposited:	25 May 2024 02:48
Last Modified:	25 May 2024 02:48
URI:	http://eprints.ums.ac.id/id/eprint/124436

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