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All Journal Jurnal Kajian Manajemen Bisnis
Siregar, Widiana Herawati
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Humanities Economics, Econometrics & Finance Social Sciences

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Analisis experiential marketing terhadap loyalitas pelanggan pada rumah makan ayam penyet di kota Lhokseumawe Asbar, Yuli; Siregar, Widiana Herawati; Lestari, Silvia Ayu
Jurnal Kajian Manajemen Bisnis Vol 9, No 1 (2020): Jurnal Kajian Manajemen Bisnis
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (671.724 KB) | DOI: 10.24036/jkmb.10890100

Abstract

 This study aims to determine the effect of sense, feel, think, act, and relate to customer loyalty at the Ayam Penyet Ulis Restaurant in Lhokseumawe. This research uses quantitative analysis methods that focused on the objectives for generalization. This study uses a correlation model between various questionnaires to consumers and their responses about the effect of experiential marketing on customer loyalty. The sample in this study used accidental sampling. The method of data analysis uses multiple linear analysis. The results of this study indicate that: (1) sense does not have a positive and significant effect on customer loyalty, (2) feel does not have a positive and significant effect on customer loyalty, (3) think does not have a positive and significant effect on customer loyalty, (4) act has a positive and significant effect on customer loyalty, (5) relate does not have a positive and significant effect on customer loyalty at Ayam Penyet Ulis in Lhokseumawe.Keywords: Experiential marketing; customer loyalty
Co-Authors Asbar, Yuli Lestari, Silvia Ayu