The Influence Of Experiential Marketing, Service Quality And Consumer Satisfaction On KFC Customer Loyalty In Bandar Lampung

Rifa Ramadhan; Shiwi Angelica Cindiyasari S

Authors

Rifa Ramadhan Management, Economy and Bussines Faculty, Teknokrat University, Indonesia
Shiwi Angelica Cindiyasari S Management, Economy and Bussines Faculty, Teknokrat University, Indonesia

Keywords:

Experiential Marketing, Service Quality, Consumer Satisfaction, Customer Loyalty.

Abstract

Loyalty is a deep customer commitment to re-subscribe or re-purchase selected products or services consistently in the future even though the influence of situations and marketing efforts have the potential to cause behavioral changes. KFC is one of the fast food companies that focuses heavily on customer satisfaction. This can be seen from KFC's vision and mission, namely "KFC is highly committed to providing sensational service to achieve customer satisfaction". The purpose of this study was to analyze the effect of experiential marketing, service quality and customer satisfaction on customer loyalty in KFC customers in Bandar Lampung Bandar Lampung. This study uses a quantitative research method, the population in this study were all KFC customers in Bandar Lampung with a sample size of 114 respondents. Data analysis uses Multiple Linear Regression analysis. Based on the results of the study and discussion, it can be concluded that experiential marketing, service quality and customer satisfaction have an effect on customer loyalty in KFC customers in Bandar Lampung Bandar Lampung.

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