An analysis of the influence of sensory marketing and experiential marketing on customer satisfaction and customer loyalty : A study on consumer Starbucks in South Jakarta

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Rahmad, Nur (2024) An analysis of the influence of sensory marketing and experiential marketing on customer satisfaction and customer loyalty : A study on consumer Starbucks in South Jakarta. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

This in-depth study explores the complex relationships between experiential marketing (EM) and sensory marketing (SM) in the special setting of South Jakarta Starbucks patrons. Utilizing a careful sample size of 208 participants who satisfy certain requirements - such as being older than 17 years old, having recently made purchases at Starbucks in South Jakarta, and having at least two previous purchase of Starbucks products- the study uses structural equation modeling-partial least squares (SEM-PLS) via SmartPLS 4 to provide reliable data analysis. The main goal is to analyze and fully grasp the subtle effects of experiential and sensory marketing on customer satisfaction (CS) and customer loyalty (CL) in the context of Starbucks customers. The study attempts to unravel the complex correlations between various marketing methods and the important measures of consumer happiness and loyalty by utilizing cutting-edge statistical methodologies. The projected outcomes are prepared to serve as a tactical road map, enabling the customization of marketing tactics to improve the entire consumer experience and cultivate long-term loyalty in this dynamic market. In addition to adding insightful new information to the body of literature, this study aims to provide useful recommendations for south Jakarta-Based firms like Starbucks. In addition to adding insightful new information to the body of literature, this study aims to provide useful recommendations for South Jakarta-based firms like Starbucks. The expected results could potentially direct businesses in creating customized strategies that surpass traditional methods and especially address the tastes and habits of South Jakarta Starbucks customers. The study's ultimate goal is to function as a catalyst for improved customer satisfaction and loyalty, which will help firms succeed and expand in this cutthroat industry.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 08 Aug 2024 07:15
Last Modified: 08 Aug 2024 07:15
URI: http://repository.ipmi.ac.id/id/eprint/2554

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