Pengaruh Experiential Marketing dan Physical Evidence terhadap Loyalitas Konsumen Kafe Tea Break Kota Bima

Authors

  • Ahmad Jadari Sekolah Tinggi Ilmu Ekonomi Bima
  • Sri Ernawati Sekolah Tinggi Ilmu Ekonomi Bima

DOI:

https://doi.org/10.35870/ljit.v1i2.1363

Keywords:

Experiental Marketing, Physical Evidence, Consumer Loyalty

Abstract

This research was conducted with the aim of knowing and analyzing the effect of experiential marketing and physical evidence on consumer loyalty at the Bima City Tea Break Cafe. This type of research is associative. The research instrument used in this study was a questionnaire with a Likert scale. The population used in this research is all Tea Break consumers in Bima City whose exact number is not known, so the number of samples used is 50 people. The sampling technique used was a non-random sampling technique with a purposive sampling method. Data collection techniques used are observation, questionnaires or questionnaires and literature study. Data analysis techniques used validity test, reliability test, classical assumption test (normality test, multicollinearity test, heteroscedasticity test and autocorrelation test), followed by multiple linear regression analysis, multiple correlation coefficients, t test and f test. The results showed that Experiential marketing and physical evidence did not have a significant effect simultaneously on the Bima City Tea Break Café.

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Author Biographies

  • Ahmad Jadari, Sekolah Tinggi Ilmu Ekonomi Bima

    Prodi Manajemen, Sekolah Tinggi Ilmu Ekonomi Bima, Kota Bima, Provinsi Nusa Tenggara Barat, Indonesia

  • Sri Ernawati, Sekolah Tinggi Ilmu Ekonomi Bima

    Prodi Manajemen, Sekolah Tinggi Ilmu Ekonomi Bima, Kota Bima, Provinsi Nusa Tenggara Barat, Indonesia

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Published

2023-11-01

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Vol. 1 No. 2 (2023): November

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How to Cite

Ahmad Jadari, & Sri Ernawati. (2023). Pengaruh Experiential Marketing dan Physical Evidence terhadap Loyalitas Konsumen Kafe Tea Break Kota Bima. LANCAH: Jurnal Inovasi Dan Tren, 1(2), 53-60. https://doi.org/10.35870/ljit.v1i2.1363

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