PENGARUH EXPERIENTIAL MARKETING, SERVICE QUALITY DAN PRODUCT QUALITY TERHADAP CUSTOMER SATISFACTION JANJI JIWA

Natasya Rahmadani, . (2025) PENGARUH EXPERIENTIAL MARKETING, SERVICE QUALITY DAN PRODUCT QUALITY TERHADAP CUSTOMER SATISFACTION JANJI JIWA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study examines the influence of experiential marketing, service quality, and product quality on customer satisfaction among Gen Z customers at Janji Jiwa Nusantara. Using quantitative methods, data were collected through a Likert-scale questionnaire and analyzed using PLS-SEM. The results showed that all indicators met the validity and reliability criteria, with an R² value of 0.602 and a Q² of 0.364. The study findings revealed that experiential marketing had a positive but insignificant influence, so the experience provided was not able to significantly increase customer satisfaction. In contrast, service quality and product quality were proven to have a positive and significant influence, thus becoming the main determinants in shaping customer satisfaction. Thus, consistent service quality and good product quality play a more dominant role than the experience offered. This study confirms that improving service and product quality needs to be the focus of strategies to increase customer satisfaction in the coffee shop industry.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210111107] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Prasetyo Hadi] [Penguji 2: Pusporini]
Uncontrolled Keywords: Customer Satisfaction, Experiential Marketing, Gen – Z, Product Quality, Service Quality
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: NATASYA RAHMADANI
Date Deposited: 17 Mar 2026 01:30
Last Modified: 17 Mar 2026 01:30
URI: http://repository.upnvj.ac.id/id/eprint/41321

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