Skripsi

STUDI KOMPARATIF EXPERIENTIAL MARKETING, BRAND IMAGE DAN CUSTOMER LOYALTY STARBUCKS KAMBANG IWAK DAN PALEMBANG INDAH MALL

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Penilaian

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This study aims to find out the comparison of experiential marketing, brand image and customer loyalty between Starbucks Kambang Iwak and Palembang Indah Mall. The data used in this study were primary data, with a sample of 100 respondents using a non-probability sampling technique with a purposive sampling approach. The analytical techniques used in this study were descriptive analysis and Mann Whitney difference test using the SPSS 25 program. The results showed that there are differences in experiential marketing and customer loyalty between Starbuck Kambang Iwak and Starbucks Palembang Indah Mall while there is no difference in brand image between Starbuck Kambang Iwak and Starbucks Palembang Indah Mall.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2207003248	T76885	T768852022	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T768852022

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Srwijaya., 2022

Collation

xviii, 95 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Manajemen pemasaran
Prodi Manajemen

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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