HUBUNGAN ANTARA PEMASARAN BERDASARKAN PENGALAMAN (EXPERIENTIAL MARKETING) DENGAN KEPUASAN PELANGGAN STARBUCKS COFFEE SHOP (Survei Pada Karyawan Divisi Bisnis PT Kompas Media Nusantara Jakarta)

Evanto, Evanto (2015) HUBUNGAN ANTARA PEMASARAN BERDASARKAN PENGALAMAN (EXPERIENTIAL MARKETING) DENGAN KEPUASAN PELANGGAN STARBUCKS COFFEE SHOP (Survei Pada Karyawan Divisi Bisnis PT Kompas Media Nusantara Jakarta). S1 thesis, Universitas Negeri Jakarta.

Preview	Text Cover.pdf Download (528kB) | Preview
Preview	Text Table_of_Content.pdf Download (158kB) | Preview
Preview	Text Chapter_1.pdf Download (234kB) | Preview
	Text Chapter_2.pdf Restricted to Repository staff only Download (395kB) | Request a copy
Preview	Text Chapter_3.pdf Download (495kB) | Preview

Abstract

EVANTO. The Correlation Between Experiential Marketing Of Starbucks Coffee Shop With Customer Satisfaction. (Survey on Employees of a Business Division of PT Kompas Media Nusantara Jakarta. Thesis, Jakarta. Study Program of Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta. 2015. The purpose of this research is to obtain valid and reliability datas or facts about the possibility correlation between experietial marketing of Starbucks Coffee with customer customer satisfaction on employees of a Business Division of PT Kompas Media Nusantara, Jakarta. The research used survey method with the correlational approach. The research was conducted at business division PT Kompas Media Nusantara, Jakarta for three months from April 2014 until June 2014. The population in this study are empolyees business division PT Kompas Media Nusantara, Jakarta, where the possible populations were 40 employees of business division of PT Kompas Media Nusantara. The technique which is used in gathering the sample was purposive sampling about 40 employees. According to statistical computation, the regression equation is Ŷ = 24,547 + 0,446 X. Test requirements analysis of the normality test error of estimated regression of Y on X (Y – Ŷ) to produce Lcount liliefors test = 0,059, while the Ltable for n = 40 at 0,05 significant level is 0,140. Because the Lcount < Ltable then an error of estimated regression of Y on X (Y – Ŷ) is normally distributed. Testing linearity of regression produces Fcount < Ftable is Fcount = 1,59< Ftable = 2,61, so it was concluded that the linear equation regression. From test significance regression produces Fcount > Ftable, which is Fcount = 23,28 > Ftable = 4,10, meaning that the regression equation is significant. Product Moment correlation coefficient of Pearson generating rxy = 0,616. Thereafter performed the test positive and significance correlation coefficient using the t-test and the resulting tcount > ttable, which is tcount = 4,89 > ttable = 1,68. It can be concluded that the correlation between experiential marketing with customer satisfaction is significant. The coefficient of determination obtained for 37,99% which shows that 37,99% of the variation of customer satisfction is determined by the experiential marketing. The result of this research has proved the existence of a positive and significant correlation between experiential marketing of Starbucks Coffee with customer satisfaction on the employees business division of PT Kompas Medua Nusantara, Jakarta.

Actions (login required)

View Item