Hubungan antara Experiential Marketing, Layanan Restoran Prasmanan, Customer Satisfaction, dan Customer Loyalty
DOI:
https://doi.org/10.26740/jim.v8n3.p954-967Keywords:
customer loyalty, customer satisfaction, experiential marketing, service attributes on buffet restaurant.Abstract
Every company wants its brand to be a major concern for consumers. Experiential marketing is a way of marketing that not only sells products but also creates them accompanied by emotional experiences that touch consumers' hearts. One of the businesses that are using experiential marketing is Hanamasa Restaurant which is a Japanese restaurant with buffet service type. The purpose of this research is to investigate the effect of experiential marketing and service attributes on buffet restaurants on customer loyalty with customer satisfaction as a mediating variable, a case study of Hanamasa consumers in Surabaya. Path analysis using AMOS 24 and IBM SPSS was performed for statistical analysis. Research with 110 respondents was taken with nonprobability sampling techniques. Criteria for respondents in this study are at least 19 years old and have visited Hanamasa at least twice in the past one to six months. The results of this study are experiential marketing a positive effect on customer satisfaction both through customer loyalty and directly. Likewise, the effect of service attributes on buffet restaurants has a positive impact on customer satisfaction but not on customer loyalty.
References
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Öztürk, R., & Marketing, A. E. (2015). Exploring the Relationships between Experiential Marketing , Customer Satisfaction and Customer Loyalty¯: An Empirical Examination in Konya, 9(8), 24852488.
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Warisan dan Harianto (2018). Faktor Yang Mempengaruhi Keputusan Konsumen Dalam Memilih Restoran œAll You Can Eat Di Surabaya. Universitas Kristen Petra.
Wei, W. C., & Hung F. H. (2010). The empirical study of the relation among experiential marketing, customer satisfaction, and customer loyalty the moderating and mediating effect of product involvement. International Journal of Lisrel, 3(2), 1530.
Wijayanto. (2019). Potensi Industri F&B Mampu Tumbuh 20 Persen Tahun Ini. Radarsurabaya.jawapos.com.(https://radarsurabaya.jawapos.com/read/2019/02/22/120908/potensi-industri-fb-mampu-tumbuh-20-persen-tahun-ini, diakses pada 19 Oktober 2019).
Wu, M.-Y., & Tseng, L.-H. (2014). Customer satisfaction and Loyalty in an Online Shop: An Experiential marketing Perspective. International Journal of Business and Management, 10(1), 104115. https://doi.org/10.5539/ijbm.v10n1p104
Y. R. Chen, Y. C. Lee, œEffects of Experiential marketing on Blog Loyalty, Marketing Review, 6(4), 591616, 2009.
Zena, P. A., & Hadisumarto, A. D. (2012). The Study of Relationship among Experiential marketing , Service Quality , Customer satisfaction , and Customer loyalty, (1), 3746.
Zulaikha, Mimi. (2019). Tingkatkan Kontribusi Kuliner pada PDB Nasional, Bekraf Gelar FSI 2019
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(https://www.bekraf.go.id/subsektor/page/kuliner, diakses 25 Oktober 2019).
Alkilani, K., Ling, K. C., & Abzakh, A. A. (2017). The Impact of Experiential Marketing and Customer Satisfaction on Customer Commitment in the World of Social Networks. 9(1), 262270. https://doi.org/10.5539/ass.v9n1p262
Andriani Kusumawati: (2011). Analisis pengaruh experiential marketing terhadap kepuasan dan loyalitas pelanggan: Kasus Hypermart Malang Town Square (MATOS) Vol. 3 No.1, ISSN 2085-0972
Araci, U. E., Bulut, Z. A., & Kocak, N. (2017). the Relation Among Experiential marketing, Customer satisfaction, and Behavioral Intention: a Study on Food and Beverage Businesses. Economic and Social Development (Esd 2017), (September), 361371.
Ayse, 2007. An evaluation on fast food preferences according to gender humanity and social science journal, Vol.2 Hal 43-50
Bps.go.id. 2019. Jumlah Rumah Makan/Restoran di Provinsi Jawa Timur Menurut Kabupaten/Kota, 2014-2018. (https://jatim.bps.go.id/statictable/2019/10/08/1578/jumlah-rumah-makan-restoran-di-provinsi-jawa-timur-menurut-kabupaten-kota-2014-2018.html. Diakses 26 Oktober 2019).
Carranza, R., DÃaz, E., & MartÃn-consuegra, D. (2018). The in fl uence of quality on satisfaction and customer loyalty with an importance-performance map analysis Exploring the mediating role of trust. https://doi.org/10.1108/JHTT-09-2017-0104
Chao, R., & Management, L. (2015). The Impact of Experimental Marketing on Customer Loyalty for Fitness Clubs¯: Using Brand Image and Satisfaction as the Mediating Variables. 10(2), 5260.
Diab, Dr. Dahlia M. E., et al (2015). Investigation Of Dineserv Dimensions On Customer Satisfaction & Loyalty: Evidences From The Restaurant Industry In Sudan.
El-adly, M. I. (2018). Journal of Retailing and Consumer Services Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, (xxxx), 01. https://doi.org/10.1016/j.jretconser.2018.07.007
Engel, Blackwell, Miniard. (2012). Perilaku Konsumen. Tangerang: Binarupa Aksara
Griffin, Jill. 2005. Customer Loyalty: Menumbuhkan & Mempertahankan Kesetiaan Pelanggan. Jakarta : Erlangga.
Hanamasaresto.com. 2020. Sejarah Hanamasa. (https://www.hanamasaresto.com/about. Diakses pada 24 Januari 2020).
Indarwati, T. A., Tiarawati, M., & Kunci, K. (n.d.). Strategi Pemasaran Melalui Experience dan Emotional Marketing Terhadap Kepuasan dan Loyalitas Pelanggan Di J. Co Donuts & Caffee Surabaya, 102117.
Ivkov, M., Blesic, I., Stefanovic, V., & Raljic, J. P. (2014). Managing Customer satisfaction In The Restaurant Industry: A Word From Managers. Economic Themes, 52(3), 369-378.
Kertajaya, Hermawan. 2010. Connect! Surfing new Wave Marketing. Jakarta: Gramedia Pustaka Utama.
Kim, K., & Choi, K. (2019). Bridging the Perception Gap between Management and Customers on DINESERV Attributes: The Korean All-You-Can-Eat Buffet.
Kuo, N. T., Chang, K. C., Cheng, Y. S., & Lai, C. H. (2011). The Impact of Service Quality , Customer satisfaction and Loyalty in the Restaurant Industry : Moderating Effect of Perceived Value, 551555.
Kompasiana.com. 2019. Pergikuliner. (https://www.kompasiana.com/pergikuliner. Diakses tanggal 4 Februari 2020).
Kotler, Philip. (2007). Marketing Management. Edition Twelve. PT. Indeks. Jakarta.
Kotler, Philip. 2009. Manajemen Pemasaran. Jakarta: Erlangga
Liu, Y. and Jang, S., œPerceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions, International Journal of Hospitality Management, vol. 28, pp. 338-348, 2009.
Lovelock, Cristopher H. dan Wright, Lauren K. 2005. Manajemen Pemasaran Jasa. PT. Indeks Kelompok Gramedia. Jakarta.
Stamenkovic, M., & Milanovic, M. (2018). The relationship between service quality in students restaurant and customer loyalty QUALITY IN STUDENTS RESTAURANT AND, (June 2015).
Milman, A., & Tasci, A. D. A. (2017). Journal of Destination Marketing & Management Exploring the experiential and sociodemographic drivers of satisfaction and loyalty in the theme park context. Journal of Destination Marketing & Management, June, 111. https://doi.org/10.1016/j.jdmm.2017.06.005
Noegroho, Ody Adam, Suharyono, & Koemadji, S. 2013. Pengaruh Experiential marketing dan Brand Trust terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan KFC cabang kawi Malang. Malang: Universitas Brawijaya.
Oyewole, P. (2012). Journal of Hospitality Marketing & Multiattribute Dimensions of Service Quality in the All-You-Can-Eat Buffet Restaurant Industry Multiattribute Dimensions of Service Quality in the All-You-Can-Eat Buffet Restaurant Industry, (February 2015), 3741. https://doi.org/10.1080/19368623.2011.638418
Öztürk, R., & Marketing, A. E. (2015). Exploring the Relationships between Experiential Marketing , Customer Satisfaction and Customer Loyalty¯: An Empirical Examination in Konya, 9(8), 24852488.
Patel, Vivek. (2019). How Restaurants Can Use Experiential marketing to Boost Their Business. Modernrestaurantmanagement.com.(https://modernrestaurantmanagement.com/howrestaurants-can-use-experiential-marketing-to-boost-theirbusiness/, Diakses pada10 Februari 2020).
Raab, C., & Mayer, K. (2007). Menu engineering and activity-based costing can they work together in a restaurant ?, 19(1), 4352. https://doi.org/10.1108/09596110710724152
Rahmani, A. (2018, Maret 12). Faktor Kepuasan Pelanggan untuk Mengembangkan Bisnis. Retrieved Juni 19, 2018, from www.jurnal.id: https://www.jurnal.id/id/blog/2018/ mengenal-faktor-kepuasanpelanggan-untuk-sukses-berbisnis.
Ramanathan, Ramakrishnan (2016). Moderating roles of customer characteristics on the link between service factors and satisfaction in a buffet restaurant. Vol. 23 Iss 2 page 1-22. http://dx.doi.org/10.1108/BIJ-01-2015-0012
Restofocus.com. 2019. Mengenal Lebih Dekat Restoran All You Can Eat. (https://www.restofocus.com/2016/03/mengenal-lebihdekat-restoran-all-you.html. Diakses pada 6 Maret 2020).
Schmitt, Bernd. (1999). Experiential marketing. 37-41.
Suzana, M., Raspor, S., & Segaric, K. (2010). Does Restaurant Performance Meet Customers Expectations ? An Assessment of Restaurant Service Quality Using a Modified Dineserv Approach Does Restaurant Performance Meet Customers Expectations ? An Assessment Of Restaurant Service Quality Using A Suza, (December 2015).
Tjiptono, Fandy. 2001. Manajemen Pemasaran dan Analisa Perilaku Konsumen, Yogyakarta: BPFE.
Tjiptono, Fandy. 2008 .Strategi Pemasaran, Edisi III, Yogyakarta : CV. Andi Offset
Traveloka.com. 2019. Restaurants Indonesia City Surabaya. (https://www.traveloka.com/en-id/restaurants/indonesia/city/surabaya-103570. Diakses pada 20 Februari 2020)
Tripadvisorsuport.com. 2019. Pedoman untuk Ulasan Wisatawan. (https://www.tripadvisorsupport.com/hc/id/articles/200614797-Pedoman-untuk-ulasan-wisatawan. Diakses tanggal 17 Februari 2020).
Vanessa, Gaffar. (2007). Customer Relationship Management and Marketing Public Relations. Bandung: Alfabeta.
Warisan dan Harianto (2018). Faktor Yang Mempengaruhi Keputusan Konsumen Dalam Memilih Restoran œAll You Can Eat Di Surabaya. Universitas Kristen Petra.
Wei, W. C., & Hung F. H. (2010). The empirical study of the relation among experiential marketing, customer satisfaction, and customer loyalty the moderating and mediating effect of product involvement. International Journal of Lisrel, 3(2), 1530.
Wijayanto. (2019). Potensi Industri F&B Mampu Tumbuh 20 Persen Tahun Ini. Radarsurabaya.jawapos.com.(https://radarsurabaya.jawapos.com/read/2019/02/22/120908/potensi-industri-fb-mampu-tumbuh-20-persen-tahun-ini, diakses pada 19 Oktober 2019).
Wu, M.-Y., & Tseng, L.-H. (2014). Customer satisfaction and Loyalty in an Online Shop: An Experiential marketing Perspective. International Journal of Business and Management, 10(1), 104115. https://doi.org/10.5539/ijbm.v10n1p104
Y. R. Chen, Y. C. Lee, œEffects of Experiential marketing on Blog Loyalty, Marketing Review, 6(4), 591616, 2009.
Zena, P. A., & Hadisumarto, A. D. (2012). The Study of Relationship among Experiential marketing , Service Quality , Customer satisfaction , and Customer loyalty, (1), 3746.
Zulaikha, Mimi. (2019). Tingkatkan Kontribusi Kuliner pada PDB Nasional, Bekraf Gelar FSI 2019
Bekraf.go.id.
(https://www.bekraf.go.id/subsektor/page/kuliner, diakses 25 Oktober 2019).
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2020-07-13
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Sutanto, G. C., & Indarwati, T. A. (2020). Hubungan antara Experiential Marketing, Layanan Restoran Prasmanan, Customer Satisfaction, dan Customer Loyalty. Jurnal Ilmu Manajemen, 8(3), 954–967. https://doi.org/10.26740/jim.v8n3.p954-967
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