PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN DI STARBUCKS (STUDI KASUS PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA)

KURNIAWAN, IWAN (2020) PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN DI STARBUCKS (STUDI KASUS PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA). D3 thesis, Universitas Negeri Jakarta.

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Abstract

IWAN KURNIAWAN. 1702517021. The Effect of Marketing Experiential on Customer Satisfaction at Starbucks (Case Study on State University of Jakarta). DIII Study Program in Marketing Management. Faculty of Economics. State University of Jakarta This study aims to find out: 1) description of experiential marketing, 2) description of customer satisfaction, and 3) the effect of experiential marketing on customer satisfaction at Starbucks. The population in this study is the Jakarta State University students who buy Starbucks products at least 2 times the purchase. The method in this study uses descriptive analysis. Data collection methods in this study through a questionnaire. Data analysis techniques using the instrument test, classical assumption test, simple linear regression, coefficient of determination and hypothesis testing using SPSS version 25 for data processing. The results showed that experiential marketing has an effect on customer satisfaction. In the coefficient of determination (R2) experiential marketing affects customer satisfaction by 57.7% and 42.3% is influenced by other variables. Keywords: Experiential Marketing, Customer Satisfaction.

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