| dc.description.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. | en_US |
