Detail Analisis Pengaruh Experiential Marketing dan Service Quality terhadap Keputusan Pembelian dan Implikasinya terhadap Minat Beli Ulang Customer (Studi Kasus: Olivier Cafe) Bibliografi Author: Prasetya, Wibawa (Advisor); Ferdira, Julian Garry Topik: Experiential marketing; service quality; purchasing decision; re-buying intention; binary logistic regression Bahasa: (ID )     Penerbit: Program Studi Teknik Industri Fakultas Teknik Unika Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2020     Jenis: Theses - Undergraduate Thesis Fulltext: Julian Garry_Undergraduated Theses_2020.pdf (2.0MB; 33 download) Abstract Olivier Café is known as one of the most famous café in Central Jakarta that happened to be major spotlight because it is the place where Wayan Mirna Salihin was murdered back in 2016. Café’s images became bad and had experienced a decrease in amount of customers after the occurance of the tragedy. The purposes of this study is to find whether the effort of Olivier Café in experiential marketing and service quality can affect purchasing decision and find the implication on customer’s re-buying intention in Olivier Café. Technique used for collecting the data was purposive sampling with total samples of 200 respondents. Data processing is done by using binary logistic regression. The result of this study shows that experiential marketing and service quality don’t have significant influence on purchasing decision, because the significant point for both aspect is higher than 0.05, which are 0.818 and 0.627. While purchasing decision have significant influence on re-buying intention, because the significant point is lower than 0.05, which is 0.008. Suggestion that can be given to Olivier Café is to give unique experience to the customer through experiential marketing and service quality that will increase customer’s purchasing decision in terms on buying product from Olivier Café. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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