Salsabilla, Shafira (2024) Pengaruh Experiential Marketing dan Store Atmosphere Terhadap Loyalitas Pelanggan Fore Coffee G-Walk Citraland Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of businesses in Indonesia is growing very rapidly and significantly every day, both in terms of the clothing industry, automotive, skincare, food and beverages, technology, and so on. This is being leveraged by Indonesian entrepreneurs to create business opportunities, especially in the coffee shop sector. Moreover, many people are currently working in cafes, commonly referred to as Work From Café (WFC). Many customers visit cafes based on the service, atmosphere, and comfort of the place. This research examines the influence of experiential marketing and store atmosphere on customer loyalty at Fore Coffee G-Walk Citraland Surabaya. This research is quantitative in nature, using non-probability sampling and purposive sampling techniques in the sampling process. The population in this study consists of customers of Fore Coffee G-Walk Citraland Surabaya aged 17-28 years, with a total of 112 respondents. The data analysis technique used is Partial Least Square. (PLS). The results of this study indicate that Experiential Marketing has a positive and significant impact on Customer Loyalty at Fore Coffee G-Walk Citraland Surabaya, and Store Atmosphere has a positive and significant impact on Customer Loyalty at Fore Coffee G-Walk Citaland Surabaya. Keywords: Experiential Marketing, Store Atmosphere, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Shafira Salsabilla | ||||||||
| Date Deposited: | 26 Nov 2024 06:32 | ||||||||
| Last Modified: | 26 Nov 2024 06:32 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32151 |
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