PENGARUH EXPERIENTIAL MARKETING DAN SERVICE QUALITY TERHADAP KEPUASAN PELANGGAN DI BOMGRILL RESTO SAMARINDA

Abstract

The Influence of Experiential Marketing and Service Quality on Customer Satisfaction at BomGrill Resto Samarinda. Under the guidance of Mrs. Eka Yudhyani as the first supervisor and Mrs. Astrid Napita Sitorus as the second supervisor. This study aims to determine and analyze the influence of Experiential Marketing and Service Quality on Customer Satisfaction at BomGrill Resto Samarinda. The theoretical basis used in this study includes experiential marketing and service quality on customer satisfaction. This study was conducted on BomGrill Resto customers, the population in this study used the purposive sampling category and the sample taken was 97 respondents with the NonProbability Sampling method with a purposive sampling technique. Data collection was carried out by distributing questionnaires from google form using a likert scale. The analysis tool used in this study is multiple linear regression using the SPSS version 25 statistical program tool.

The results of the study show that: 1) Experiential marketing has a positive and significant effect on customer satisfaction at BomGrill Resto Samarinda. This means that the better and more interesting the experience offered to customers, the greater the level of customer satisfaction at BomGrill Resto Samarinda. 2) Service quality has a positive and significant effect on customer satisfaction at BomGrill Resto Samarinda. This means that the better the service quality provided, the higher the level of customer satisfaction at BomGrill Resto Samarinda. 3) The experiential marketing and service quality variables have a positive and significant effect on customer satisfaction at BomGrill Resto Samarinda. This means that if experiential marketing and service quality

increase together, customer satisfaction will also increase.