Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/23956
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dc.contributor.advisorAlfito-
dc.contributor.advisorSalqaura, Siti Alhamra-
dc.contributor.authorBr Pasaribu, Lenisma Oktavia-
dc.date.accessioned2024-05-14T03:46:33Z-
dc.date.available2024-05-14T03:46:33Z-
dc.date.issued2024-04-04-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/23956-
dc.description99 Halamanen_US
dc.description.abstractTujuan penelitian ini untuk mengetahui Pengaruh Experiential Marketing dan Electronic Word Of Mouth Terhadap Kepuasan Konsumen Pada Produk Mustika Ratu Di Lingkungan X Medan Marelan. Jenis penelitian yang digunakan adalah penelitian kuantitatif. Penelitian kuantitatif adalah suatu pendekatan penelitian yang berlandaskan pada filosofis positivisme, digunakan untuk menganalisis suatu populasi atau sampel tertentu, pengumpulan data menggunakan peralatan penelitian, analisis data bersifat kuantitatif atau statistik, dengan tujuan untuk mengevaluasi hipotesis yang telah ditetapkan. Metode penelitian data di lakukan dengan angket (kuisioner). Populasi dalam penelitian ini adalah Lingkungan X Medan Marelan dengan jumlah 150 orang. Sampel pada penelitian ini berjumlah 100 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 25. Analisis yang digunakan adalah, Analisis deskriptif,Uji Validitas, Uji Reliabilitas, Uji Asumsu Klasik, Uji Multikolinieritas, Uji Heteroskedastisitas, Uji Regresi Linear Berganda, Uji Varsial, Uji Simultan, Uji Determinasi. Pada Experiential Marketing (X1), nilai t-hitung sebesar 3,434 > t-Tabel 1,6607 dan nilai sig. 0,001 < 0,05, maka H0 ditolak dan H1 diterima. Hal ini menjelaskan bahwa Experiential Marketing berpengaruh positif dan signifikan terhadap Kepuasan Konsumen (Y). Pada Electronic Word of Mouth (X2), nilai t-hitung sebesar 13,964 > t-Tabel 1,6607 dan nilai sig. 0,001 < 0,05, maka H0 ditolak dan H1 diterima. Hal ini menjelaskan bahwa Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Kepuasan Konsumen. The purpose of this study was to determine the effect of Experiential Marketing and Electronic Word of Mouth on Consumer Satisfaction on Mustika Ratu Products in the X Area of Medan Marelan. This type of research used is quantitative research. Quantitative research is a research approach that is based on the philosophy of positivism, used to analyze a particular population or sample, collecting data using research tools, analyzing data is quantitative or statistical, with the aim of evaluating established hypotheses. The data research method was carried out by means of a questionnaire (questionnaire). The population in this study was Environment X Medan Marelan with a total of 150 people. The sample in this study amounted to 100 people. Data processing uses SPSS software version 25. The analysis used is descriptive analysis, validity test, reliability test, classical assumption test, multicollinearity test, heteroscedasticity test, multiple linear regression test, varial test, simultaneous test, determination test. In Experiential Marketing (X1), the t-count value is 3.434 > t-table 1.6607 and the sig. 0.001 <0.05, then H0 is rejected and H1 is accepted. This explains that Experiential Marketing has a positive and significant effect on Consumer Satisfaction (Y). In Electronic Word of Mouth (X2), the t-count value is 13.964 > t-table 1.6607 and the sig. 0.001 <0.05, then H0 is rejected and H1 is accepted. This explains that Electronic Word of Mouth has a positive and significant effect on Consumer Satisfaction.en_US
dc.language.isoiden_US
dc.publisherUNIVERSITAS MEDAN AREAen_US
dc.relation.ispartofseriesNPM;198320030-
dc.subjectexperiental marketingen_US
dc.subjectelectronic word of mouthen_US
dc.subjectkepuasan konsumenen_US
dc.subjectconsumer satisfactionen_US
dc.titlePengaruh Experiential Marketing dan Electronic Word Of Mouth terhadap Kepuasan Konsumen pada Produk Mustika Ratu di Lingkungan X Medan Marelanen_US
dc.title.alternativeThe Influence of Experiential Marketing and Electronic Word of Mouth on Consumer Satisfaction with Mustika Ratu Products in the X Medan Marelan Environmenten_US
dc.typeSkripsi Sarjanaen_US
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