Analisis Pengaruh Strategi Experiential Marketing terhadap Customer Loyalty pada Konsumen Toko Roti Bread Talk Sun Plaza Medan

Abstract

This study aims to determine whether Sense Marketing, Marketing Feel, Think Marketing, the Marketing Act and Relate effect on Customer Loyalty Marketing Bakery Bread Talk at Sun Plaza Medan Branch. The study was conducted on consumers Bakery Bread Talk Branch Sun Paaza Medan. The population in this study is consumers Bakery Bread Talk Branch Sun Plaza Medan per month as many as 900 people. The sampling technique using the Slovin formula with the criteria that consumers buy products Bread Bakeries Bread Talk at least 4 times a month. Sampling technique using Accidental Sampling of anyone who happened to meet can be sampled if they meet the criteria. The method of analysis used is descriptive analysis method and the method of multiple regression analysis. This type of research is quantitative research, and data used are primary data and secondary data obtained through the study of documentation and a list of questions using a Likert scale of measurement and statistically processed with SPSS for windows 16:00, ie the model the t-test, F test and the coefficient determination (R2). The results obtained in this study suggests that simultaneous Sense Marketing, Marketing Feel, Think Marketing, the Marketing Act and Relate Marketing, positive and significant effect on Customer Loyalty Bakery Bread Talk Branch Sun Plaza Medan. Variables can be partially seen Sense Marketing is the most dominant variable affecting the Customer Loyalty Bakery Bread Talk at Sun Plaza Medan Branch. Value Adjusted R Square = 0.574, mean 57.4% factors that influence consumer interest can be explained by the independent variable (Sense Marketing, Marketing Feel, Think Marketing, Marketing Act, Relate Marketing and Customer Loyalty) while the remaining 43.6% described by other factors not examined in this study.