Pengaruh Experiential Marketing Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Rumah Makan Abeng 38
Jurnal Manajemen Bisnis Eka Prasetya : Penelitian Ilmu Manajemen
The objective of the study is to identify the effect of experiential marketing on customer loyalty in Rumah Makan Abeng 38, identify the effect of service quality on customer loyalty in Rumah Makan Abeng 38, and identify the effect of experiential marketing and service quality on customer loyalty in Rumah Makan Abeng 38. The research methodology is descriptive quantitative method, analysis in this study is at Rumah Makan Abeng 38 and it's observation unit are customers of Rumah Abeng 38. The
... ah Abeng 38. The population in this study are customers of Rumah Makan Abeng 38 as many as 5894 respondents. The technique of determining by number of samples used in this study is Slovin formula and amount used 98 respondents. Coefficient of determination test results (R2) shows that of Customer Loyalty is influences by Experiential Marketing and Service Quality, while the remaining is influence of other factors or variable out of the observation like Price, Product Quality, Customer Satisfaction.