Pengaruh Experiential Marketing dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada Vin’z Ice Cream Outlet Jalan Bhayangkara Kota Samarinda

Abstract

Experiential marketing and service quality are important things for an effort to increase customer satisfaction. Vin’z Ice Cream is on of the businesses engaged in the culinary field that prioritizes consumer satisfaction because with customer satisfaction, a business will be able to increase excellence in a competition. However, at the Vin’z Ice Cream Outlet Bhayangkara Street Samarinda City, based on consumer interviews, they still feel dissatisfaction because there are several deficiencies. This study aims to determine the effect of experiential marketing and service quality on customer Vin’z Ice Cream Outlet Bhayangkara Street Samarinda City. Experiential marketing (X1) and service quality (X2) are used as independent variables while consumer satisfaction (Y) is used as the dependent variable. Data collection techniques are used with field observation, interviews, questionnaires and documentation. The sampling technique used is non- probability sampling (purposive sampling). The number of samples used was 100 respondents. Data were analyzed using multiple linear regression analysis with the help of statistical softwere SPSS version 23. The results of the research show that experiential marketing variables and service quality simultaneously and partially have a significant effect on customer satisfaction. The experiential marketing variable is the variable that has the most influence on consumer satisfaction.