PENGARUH KUALITAS PELAYANAN DAN EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN DI LAPIS TUGU MALANG TLOGOMAS

Abstract

Abstract

This study aims to determine the effect of service quality, experiential marketing on customer satisfaction simultaneously and partially. The sample used is Lapis Tugu Malang consumers, amounting to 80. Data collection methods by distributing questionnaires to Lapis Tugu Malang consumers. Data analysis methods used are validity test, reliability test, normality test, multiple linear regression test.

The results of this study indicate that simultaneously service quality and experiential marketing together influence customer satisfaction. And partially, service quality and experiential marketing have a significant effect on customer satisfaction, service quality has a significant effect on customer satisfaction, Malang Lapis Tugu Product. Affordable prices and strategic locations will satisfy customers and increase profits for Lapis Tugu Malang, while service quality needs to be improved to minimize the risk of loss. And consumers will feel more satisfied with the quality they receive for the funds they spend to buy these products.

Keywords: Service Quality, Experiential Marketing, and Customer Satisfaction.