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All Journal Enrichment : Journal of Management
Mira Nurfitriya
Universitas Pendidikan Indonesia, Indonesia
Economics, Econometrics & Finance

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Journal : Enrichment : Journal of Management

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The influence of experiential marketing on customer loyalty of sawah coffee shops in Pematangsiantar City Febriyanti Sinaga; Arief Budiman; Mira Nurfitriya
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1364

Abstract

This study was analyzed using descriptive analysis and a quantitative approach. This study aims to determine the effect of experiential marketing on customer loyalty at Sawah Coffee Shop, Pematangsiantar City. This study uses two variables, namely experiential marketing as the independent variable (X) and customer loyalty as the dependent variable (Y). The sample in this study were 50 respondents who were customers of the Sawah Coffee Shop, Pematangsiantar City, using a questionnaire as a data collection tool. This study uses quantitative research using simple linear regression analysis method. Based on the test results of the coefficient of determination, the result is 0.691. This shows that experiential marketing has an effect of 69.1% on customer loyalty and the remaining 30.9% is influenced by other factors not examined by the author.
Content marketing efforts in improving consumer purchase decision in Titip Weh Muhammad Jembar Mubarrak; Ismail Yusuf; Mira Nurfitriya
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1370

Abstract

The The purpose of this research is to find out: (1) How does marketing content describe and Titipin Weh consumers' purchasing decisions, (2) How does content marketing influence Titipan Weh's consumer purchasing decisions. This study uses 2 variables to test its influence, namely content marketing (X) purchasing decisions (Y). The objects in this study were 19 consumers from Titipin Weh. This study uses a quantitative research method with a descriptive and verification approach. From the results of the R test (Coefficient of Determination) the value of R Square (R²) obtained is 0.830, which means that the influence of marketing content on purchasing decisions is 83%, the remaining 17% is influenced by other factors not examined by the author.
Co-Authors Arief Budiman Febriyanti Sinaga Ismail Yusuf Muhammad Jembar Mubarrak