Pratama, Rafliansyah (2022) PENGARUH PERSEPSI HARGA DAN EXPERIENTAL MARKETING TERHADAP MINAT KUNJUNG ULANG DI CAFE KOPI KAPPIE PUCANG ADI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The high interest of coffee lovers in Surabaya makes the emergence of many Cafés in Surabaya. Where every coffee cafe always offers different concepts and tastes, thus making the competition for several coffee cafes in Surabaya more competitive. The various prices offered by each coffee cafe make marketing influence the interest of consumers to visit again. This study aims to determine the effect of price perception and experiential marketing on revisit interest at the Kappie Pucang Coffee Café in Surabaya. This study uses quantitative methods using purposive sampling technique as the determination of sampling based on the following criteria: 1. Consumers with a minimum age of 17 years; 2. Consumers who have shopped at the Kappie Coffee Café Pucang Adi Surabaya. The sample is determined by the number of 98 respondents. The data was obtained from respondents' answers to the questionnaire that had been distributed through Gform and then processed with the SEM Partial Least Square (PLS) system as a tool for analyzing. This study shows that the price perception variable (X1) has a significant positive effect on the revisit interest variable (Y). and the results for the experiential marketing variable (X2) have a significant positive effect on the variable of revisit interest (Y). Keywords: Price Perception, Experiential Marketing, Interest in Revisit.
| 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 > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Rafli Rafliansyah Pratama | ||||||||
| Date Deposited: | 23 Jul 2024 01:30 | ||||||||
| Last Modified: | 23 Jul 2024 01:30 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/8749 |
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