The Influence of Experiential Marketing, Product Quality, and Service Quality on Consumer Loyalty of Coffee Shop "Belakang Rumah" in Pandaan
Pengaruh Experiental Marketing, Kualitas Produk dan Kualitas Layanan terhadap Loyalitas Konsumen pada Coffee Shop Belakang Rumah di Pandaan
DOI:
https://doi.org/10.21070/ups.3206Keywords:
Experietal Marketing, Product Quality, Service Quality, Consumer LoyaltyAbstract
This study aims to analyze and determine the effect of Experiential Marketing, Product Quality, and Service Quality at the Coffee Shop Behind the House in Pandaan. This study used an associative quantitative approach, with a questionnaire in the form of a statement as an instrument which was used and then processed using the help of the SPSS version 22 application program. The population in this study were 100 consumers at the back of the house. Sampling technique using the sampling technique used is accidental sampling. The data analysis technique used is the validity test, reliability test, classic assumption test, multiple linear regression, f test, t test. Based on the results of the study, it showed that Experiential Marketing had a positive and significant effect on consumer loyalty at the Coffee Shop Behind the House in Pandaan.
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