PENGARUH EMOTION MARKETING DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY DI RESTORAN BEBEK GORENG H. SLAMET PEKANBARU

Abstract

This research is conducted to analyze the influence of emotion marketing and experiential marketing to customer loyalty Bebek Goreng H. Slamet in Pekanbaru on Jl. Jend. Sudirman. The research consists of a dependent variable that customer loyalty (Y) and seven independent variables such as emotion marketing consists of product (X1) and equity (X2), while experiential marketing consists of sense (X3), feel (X4), think (X5 ), action (X6) and relate (X7). The population is the research a the customer’s of Bebek Goreng H. Slamet with a sample of one hundred respondents by using purposive sampling. Data analysis using quantitatif methode with SPSS version seventeen. The result of this research o inform that all of independent variable simultaneously affect loyality costumer but not significant. At parsial not any variable to affect significant. Adjust R square show at moderate level (twenty two point three persen) it mean seventy seven point even persen has affect by other variable in beyond this research. The conclusion this research show not any sense has affect to loyality costumer, other variable also affect but not significant. Therefore bebek goreng H. slamet restaurant should be pay attention seriously the other independent to increase loyality costumer by delivered member card system, customer gathering, special discount/ point value for member, etc.