PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN (STUDI PADA PELANGGAN SILLA KOREAN & JAPANESE RESTAURANT YOGYAKARTA)

Experiential marketing is a form of marketing strategy used by companies
or marketers to package products and services so that they can offer emotional
experiences to feel the hearts and feelings of consumers.
This study aimed to analyze the influence of experiential marketing
strategy that consists of the dimensions the senses, feel, think, act and relate to
customer satisfaction in the Silla Korean & Japanese Restaurant Yogyakarta. The
subjects in this study are all customers Silla Korean & Japanese Restaurant
Yogyakarta. The number of samples in this study is 220 respondents. The
sampling technique uses accidental sampling. The analysis tool in this study using
multiple linear regression analysis, simultaneous test (F test), partial test (t test)
and test the coefficient of determination (R²).
Based on the results of the study showed that the senses, feel, think, act and relate
simultaneously significant effect on customer satisfaction in the Silla Korean &
Japanese Restaurant Yogyakarta. Furthermore, the senses,feel, think, act and
relate partially positive and significant impact on customer satisfaction in the
Silla Korean & Japanese Restaurant Yogyakarta.