Fadilla, Dimas Oktorio (2024) Pengaruh Keragaman Produk, Experiential Marketing, Dan Service Quality Terhadap Kepuasan Konsumen Warung Kopi Di Bojonegoro. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the era of globalization marked by technological advances, the business sector has experienced very significant growth. Micro, small, and medium-sized enterprises (MSMEs) strive to remain competitive and optimize their profitability by maintaining and satisfying their consumers. The coffee shop business is a type of business that has great risks and different characteristics compared to other businesses. This study was conducted to determine the effect of product diversity, experiential marketing, and service quality on consumer satisfaction of coffee shops in Bojonegoro. The type of research used is quantitative research. The population in this study were coffee lovers located in Bojonegoro Regency. This study used a sample of 151 respondents using non-probability sampling methods and sampling techniques, namely purposive sampling. Multiple linear regression analysis was applied to analyze the data tested with SPSS version 25. This study states that simultaneously product diversity, experiential marketing, and service quality affect customer satisfaction. Partially, product diversity, experiential marketing, and service quality have a significant effect on customer satisfaction.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Dimas Oktorio Fadilla | ||||||||
| Date Deposited: | 22 May 2024 08:26 | ||||||||
| Last Modified: | 22 May 2024 08:26 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22964 |
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