Analisis Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan (Studi pada Restoran New Penang Corner Jalan Dr Mansyur/SMTK Medan)

Abstract

Obtaining loyal costumers is the biggest goals for any company or business organization. Without costumers, companies or business organization does not mean anything. By having loyal customers means companies or business organization has a huge potential business partners for its business continuity. This study aims to determine whether the variables of experiential marketing which is conduct sense (X1), feel (X2), think (X3), act (X4), and relate (X5), influence on customer loyalty (Y) at New Penang Corner Restaurant. The study was conducted at the customers of New Penang Corner Restaurant at Jalan Dr. Mansyur / SMTK Medan. The population in this study is the New Penang Corner Restaurant’s customers. Sampling techniques using non-probability sampling with accidential sampling, it means for anyone who accidentially found can be sampled if it meets the criteria. In this study, data were collected through questionnaires distributed to 100 respondents. The analytical method used is the method of quantitative analysis including validity test, reliability test, the classical assumption, hypothesis testing (F test and t test), and test analysis of the coefficient of determination (R2). The data analysis technique used is multiple regression analysis. The data that have met the test of validity, reliability testing, and classical assumption processed using statistical software program, SPSS 18.0 for windows, resulting in a regression equation as follows: Y = a + b1X1 + b2X2+ b3X3 + b4X4 + b5X5 Y = 1.650 + 0.196 X1 + 0.036 X2 + 0.540 X3 + 0.138 X4 + 0.250X5 Based on the results of testing this hypothesis suggests that experiential marketing variables simultaneously positive and significant effect on customer loyalty at New Penang Corner Restaurant Jalan Dr. Mansyur/SMTK Medan, this can be seen from the Fcount (24,309)> Ftable (2,31) and the calculated probability value is equal to 0,000. Variable think is can be seen partially as the most significant variable affecting customer loyalty in New Penang Corner Restaurant at Jalan Dr. Mansyur/SMTK Medan which can be seen from the tcount of variable think is equal to 0.540 which is the largest value of tcount on independent variables and calculated probability value is equal to 0.000. Adjusted R Square value obtained was 0.541, meaning 54.1% the factors that influence customer loyalty can be explained by the five independent variables while the remaining 45.9% is explained by other factors not examined in this study. Thus, the results of this study indicates that if New Penang Corner Restaurant increases experiential marketing, it will also increases costumer loyalty towards New Penang Corner Restaurant.