Analisis Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Pada Gerai Martabak Djoeragan Kaharuddin Nasution Pekanbaru

Anugrah, Al Amin (2019) Analisis Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Pada Gerai Martabak Djoeragan Kaharuddin Nasution Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to find out experiential marketing at Djoeragan martabak outlets in Pekanbaru's Kaharuddin Nasution. To find out customer loyalty at Djoeragan Martabak outlets in Pekanbaru's Kaharuddin Nasution. To find out how much influence experiential marketing has on customer loyalty at Djoeragan's Martabak outlets in Pekanbaru's Kaharuddin Nasution. The study population was all customers of Gerai Martabak Djoeragan on Jalan Kharuddin Nasution in 1-2 weeks of research, with a purposive sampling of 100 people. While the types and sources of data obtained through primary data and secondary data. Data analysis was obtained using simple linear regression. The results obtained were 4,570 experiential marketing variables or 83.09% and were in the very good category. Thus, it can be said that the experiential marketing carried out by Martabak Djoeragan was good and liked by the customers. The variable customer loyalty is known to be 82.1% and is in the very good category. Thus, customers feel the need for martabak has been fulfilled by buying it at Djoeragan's martabak and will buy repeatedly on a regular basis. Experiential Marketing Martabak outlets Djoeragan Kaharuddin Nasution Pekanbaru significantly towards customer loyalty. From the table the coefficient of determination of 0.303 means that the high and low customer loyalty can be influenced by the existence of experiential marketing which affects 30.3%. .

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