Pengaruh Experiential Marketing dan Service Quality terhadap Customer Satisfaction pada Konsumen Pasar Petisah di Kecamatan Medan Petisah

Authors

  • Jayanti Sianipar Universitas Medan Area
  • Riza Fanny Meutia Universitas Medan Area
  • Finta Aramita Universitas Medan Area

DOI:

https://doi.org/10.30651/jms.v9i4.23835

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh experiential marketing dan Service Quality terhadap Customer Satisfaction di pasar Petisah Medan. Jenis penelitian ini adalah penelitian kuantitatif yang menggunakan teknik non probability sampling dengan pendekatan accidental sampling . Penentuan jumlah sampel dalam penelitian ini menggunakan rumus Slovin. Dalam penelitian ini sampel berjumlah 114 orang. Pengumpulan data dilakukan dengan cara menyebar kuesioner secara offline yaitu dengan cara membagikan kertas kuesioner kepada responden secara langsung. Teknik analisis data yang digunakan dalam penelitian ini yaitu uji instrumen, uji asusmsi klasik, uji analisis linear berganda, dan uji hipotesis yang masing-masing pengujian dijalanakan menggunakan SPSS 25. Hasil penelitian ini menunjukkan bahwa secara simultan experiential marketing dan Service Quality berpengaruh  terhadap Customer Satisfaction. Hasil penelitian secara parsial menunjukkan bahwa experiential marketing dan Service Quality berpengaruh positif dan signifikan terhadap Customer Satisfaction pada konsumen pasar Petisah di Kecamatan Medan Petisah.

 

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Published

2024-08-23

How to Cite

Sianipar, J., Meutia, R. F., & Aramita, F. (2024). Pengaruh Experiential Marketing dan Service Quality terhadap Customer Satisfaction pada Konsumen Pasar Petisah di Kecamatan Medan Petisah. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(4). https://doi.org/10.30651/jms.v9i4.23835

Issue

Vol. 9 No. 4 (2024)

Section

Artikel

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