EXPERIENTIAL MARKETING, EXPERIENTIAL PROVIDER DAN ATMOSFER UNTUK MENINGKATKAN MINAT BERKUNJUNG DEMI KEPUASAN PELANGGAN SWALAYAN ANEKA JAYA SAMBIROTO SEMARANG

Abstract

Interest is something personal and relate to attitudes, people who are interested in an object will
have the strength or the urge to do a series of behavior to approach or get the object. While customer
satisfaction as feeling happy or disappointed someone experienced after comparing the perception of
performance or the result of a product with expectations.The population in this study is a self-service
customer Aneka Jaya Sambiroto. The sample in this study using 97 respondents. In this study, the
sampling technique uses accidental sampling, data collection with questionnaires and methods of
analysis using multiple linear regression. Results of analysis using SPSS version 20 which states
that: in testing the validity of all the variables declared invalid, the result of interest to visit back and
customer satisfaction in supermarkets Aneka Jaya has t> t table (1.661) and f count> F table (2.70) ,
hypothesis testing significantly with significant value <0.05, (f calculate interest to come back
170.149, 149.018 customer satisfaction count f) with a coefficient of determination variables
experiential marketing, experiential and atmospheric provider with interests been returned 84.1%
and the remaining 15, 9% are influenced by other factors, while the determination on customer
satisfaction 82.2% and 17.8% influenced by other factors.
Keywords: atmosphere, customer satisfaction, Experiential Marketing, Experiential Provider