WAHYUTRI, KURNIA BELLASASI (2021) ANALISIS PENGARUH EXPERIENTIAL MARKETING DAN FOOD QUALITY TERHADAP KEPUASAN KONSUMEN DI KENTUCKY FRIED CHICKEN MANYAR SURABAYA. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
Experiential Marketing is a feeling of positive emotional experience of consumers created as a marketing approach so that consumers are willing to make purchases and are fanatical about a product. Food quality is the ability of products and services that can meet needs according to their characteristics. Research objectives 1) to identify consumers of Kentucky Fried Chicken Manyar Surabaya; 2) to analyze the effect of experiential marketing on consumer satisfaction; 3) to analyze the effect of food quality on consumer satisfaction. The research data analysis method used Structural Equation Modeling-Partial Least Square (SEMPLS) with the WarpPLS approach. The results of the identification of 105 samples were dominated by 71% of consumers with an age range of 17-24 years. Experiential marketing has a significant effect on customer satisfaction. Food quality has a significant effect on consumer satisfaction Keywords: Experiential marketing, food quality, consumer satisfaction.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5415.5 Customer services | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 07 Mar 2022 02:41 | ||||||||
| Last Modified: | 07 Mar 2022 02:41 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5328 |
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