Consumer Retension Catering is reviewed by Word of Mouth, Consumer Motivation, and Event Marketing
Retensi Konsumen Catering ditinjau dari Word of Mouth, Motivasi Konsumen, dan Event Marketing
DOI:
https://doi.org/10.21070/ups.2019Keywords:
Word of Mouth, Consumer Motivation, Event Marketing, Customer RetensionAbstract
This study aims to determine Word of Mouth, Consumer Motivation, Event Marketing on Consumer Retention of Nita Jaya Catering in Surabaya. This study uses a quantitative approach with a population of all consumers of Nita Jaya Catering. The research sample is 96 respondents. The sampling technique is non-probability sampling with the accidental sampling method. Data was collected through questionnaires given to respondents in the form of google forms and sheets of paper to obtain the required data. Giving scores or grades on the questionnaire using a Likert Scale. Data analysis was carried out using the SEM method with Smart PLS version 4.0 software. The results of the analysis show that (1) word of mouth has a positive effect on consumer retention (2) consumer motivation has a positive effect on consumer retention (3) event marketing has a positive effect on consumer retention.
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