Pengaruh Pemasaran Berbasis Pengalaman terhadap Nilai Pelayanan serta Implikasinya terhadap Loyalitas Pelanggan: Survei pada Pengunjung Cafe & Resto di Kota Bandung

Tita Setiawati

doi:10.61132/nuansa.v4i2.2702

Authors

Tita Setiawati Universitas Pasundan

DOI:

https://doi.org/10.61132/nuansa.v4i2.2702

Keywords:

Customer Loyalty, Customer Satisfaction, Experiental Markeitng, Path Analysis, Service Value

Abstract

This study aims to determine and analyze the effect of pemasaran berbasis pengalaman on service value and its implications on customer loyalty Cafe & Resto in Bandung. The results of this study are expected to be useful input for the Cafe & Resto management in Bandung City in analyzing the problems faced by the restaurant, especially in managing policies regarding pemasaran berbasis pengalaman, its effect on service value and customer loyalty so that it can retain visitors who have come.The research method used is descriptive analysis and verification. The data collection used is an interview using a questionnaire accompanied by observation and literature techniques, the sampling technique is using consecutive sampling. Data collection in the field will be carried out in 2022. The data analysis technique uses Path Analysis.The results showed that in general, pemasaran berbasis pengalaman was included in the fairly good category as well as the value of service while customer loyalty was less loyal. Pemasaran berbasis pengalaman has an effect on the value of service and customer loyalty, as well as the value of service and has an effect on customer loyalty.

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