PENGARUH EXPERIENTIAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PADA RUMAH MAKAN SOTO AYAM LAMONGAN CAK HAR

Abstract

Business practitioners in creating competitive advantage require the right marketing strategy in order to
win the competition. Experiential marketing and product quality is an alternative to test how great its
influence to the customer satisfaction of Restaurant Soto Ayam Lamongan Cak Har. The samples are 100
customers who are having or have ever purchased at Restaurant Soto Ayam Lamongan Cak Har and they
have been selected by using convenience sampling. The data have been obtained by issuing questionnaires
which have been filled out by respondents who have made a purchase. The statistics methods which have
been employed in this research is descriptive research which is done by using quantitative approach and
multiple linear regression analysis techniques which is meant to find out the magnitude of the regression
coefficient and the influence of experiential marketing and product quality to the customer satisfaction.
The result of the calculation shows that: (1) there is an influence of experiential marketing to customer
satisfaction by t
count
value is 5.453 with its significance is 0.000. Because its significance is < 0.05 so that
H
o
is denied and H
a
is accepted. (2) There is an influence of product quality to customer satisfaction by
t
count
value is 2.188 its significance is 0.031. Because its significance is < 0.05 so that Ho is denied and Ha accepted.

Keywords: Experiential marketing, Product quality, Customer Satisfaction