Email this article Pengaruh Experiental Marketing Dan Servicescape Terhadap Loyalitas Konsumen (Studi Kasus : Di Setia Coffee & Billiard Medan Helvetia)
Abstract
This study aims to determine the effect of Experiential marketing and Servicescape on consumer loyalty at Setia coffee & Billiard Medan Helvetia. This type of research is associative with a quantitative approach. The number of samples in this study amounted 74 respondents taken from 290 total consumer population of Setiacoffee & Billiard Medan Helvetia from January 2023 - April 2023. Based on partial t-test results, the experiential marketing variable has a positive and significant influence on customer loyalty. For the t-test on the Servicescape variable partially too has a significant influence on the Customer Loyalty variable. Based on the Ftest, it was found that the experiential marketing variable and the Servicescape variable simultaneously had a positive and significant effect on Consumer Loyalty. The Adjusted R-Square value obtained was 0.855. By calculating the Determination Coefficient R2 x 100%, a result of 85.5% of the Consumer Loyalty variable can be explained by the Experiential Marketing variable (X1) and the Servicescape variable (X2), the remaining 14.5% is influenced by other factors not explained in this study
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DOI: https://doi.org/10.31289/jimbi.v5i1.4326
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