Pengaruh Experiential Marketing dan Perceived Value terhadap Loyalitas Pelanggan The Mind Cafe di Jl. Dr. Mansyur Medan

Abstract

Cafe is one of various restaurants which is often visited by middle class in Indonesia. The numbers of cafe outlet keeps on increasing every year in Indonesia. In marketing cafe, traditional marketing is not effective anymore to increase the loyality of consumers. Experiential marketing is one of effective ways in marketing to engage and increase the loyality of consumers. This research was executed to know the effect of experiential marketing (sense, feel, think, act, relate) and perceived value toward consumer loyality. The object of this research is The Mind Cafe in Jl. Dr. Mansyur Medan. The sampling technique in this research is purposive sampling. The researcher used questionnaires which were spread to 100 responses. The technique of data analysis that was used in this research is multiples regression analysis and using t test and F test to test the hypotheses. The output of this research shows that feel variable (X2) and perceived value (X6) affects significantly toward consumer loyality (Y) proven with tcount value of feel variable 2,420 > ttable 1,989 and significance value (Sig.) 0,017 <0,050 and on perceived value variable the value of tcount 3,997 > ttable 1,989 and value of significance (Sig.) 0,000 < 0,050. The output of F test shows that simoultaneously the sense (X1), feel (X2), think (X3), act (X4), relate (X5), perceived value (X6) affect significantly toward consumer loyalty (Y), proven with thr value of Fcount 14,811 > Ftable 2,20, and the value of significance is smaller than the level of significance (Sig.) 0,000 < 0,05. Based on explained above, that experiential marketing and perceived value affect significantly toward consumer loyalty. Therefore, experiential marketing is effective to be developed and implemented.