Service Quality dan Experiental Marketing terhadap Satisfaction Pada Konsumen Wanita Pada Pasar Petisah
DOI:
https://doi.org/10.30651/jms.v9i4.24209Abstract
Pengalaman yang berkesan akan melekat di hati pelanggan. Membangun hubungan pelanggan merupakan hal yang positif jika pelanggan merasa puas. Kepuasan penting menjadi hal yang sangat penting karena dengan itu pelanggan akan kembali lagi bahkan menjadi loyal. Kepuasan pelanggan meliputi kesesuaian harapan, minat berkunjung kembali, dan kesediaan merekomendasi. Kepuasan pelanggan juga dapat dilihat dari bagaimana pelayanan kepada pelanggan. Kualitas pelayanan sering diukur dengan membandingkan harapan pelanggan terhadap pelayanan dengan kenyataan pelayanan yang diterima. Service Quality meliputi reliability, responsiveness, Assurance, Empaty dan tangible. Pengalaman berbelanja menjadi kesempatan yang luas jika berhasil mendapatkan atensi dari pelanggan tersebut. Experiential marketing merupakan suatu respon dan tindakan dari pelanggan. Ada lima pendekatan yang di peroleh dari experiential marketing yaitu sense, feeling, think, act, dan related. Penelitian ini bertujuan untuk menganalisis Service Quality dan experiental marketing terhadap customer satisfaction. Dengan jenis penelitian kuantitatif dengan menggunakan Teknik non probability sampling dengan pedekatan accidental sampling. Sampel berjumlah 114 pelanggan Wanita pada pasar petisah kota Medan. Di dapati dengan menggunakan rumus slovin. Dengan menggunakan spss 25 teknis analisis data yang digunakan meliputi uji instrument, uji asumsi klasik, uji analisis regresi linier berganda, dan uji hipotesis.
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