PENGARUH EXPERIENTIAL MARKETING, SERVICE QUALITY, DAN BRAND IMAGE TERHADAP KEPUASAN KONSUMEN CINEMA XXI PAKUWON MALL SURABAYA

LAHUNDUITANG, MONICA MAGDALENA (2023) PENGARUH EXPERIENTIAL MARKETING, SERVICE QUALITY, DAN BRAND IMAGE TERHADAP KEPUASAN KONSUMEN CINEMA XXI PAKUWON MALL SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

Cinemas that are included in the retail industry are one of the choices of entertainment facilities for the public. At first there was only one cinema company in Indonesia, namely Cinema XXI which had been established since 1987. Along with the increasing public demand, other companies began to appear because the Indonesian film industry was also growing. Cinema XXI, which is the pioneer and trade mark of cinema in Indonesia, needs to focus on experiential marketing, service quality and brand image to be able to survive in the competition. This research is a quantitative research by distributing questionnaires and using purposive sampling methods. The research sample was consumers who had watched at Cinema XXI Pakuwon Mall Surabaya. The research data was processed using SPSS 25. The results of the data analysis showed that all statement items of each variable were declared valid with a table r > r count of 0.2272 and a Sig. < 0.05, all items were declared reliable with Cronbach's Alpha value of 0.5 – 0.7. The results of the normality test with the Kolmogorov – Smirnov method showed that the data were normally distributed. The results of the Multicholinearity Test showed that there were no symptoms of multicholinearity in the study with a tolerance value of > 0.10 and a VIF of < 10. The results of the Heteroskedasticity Test showed that there were no symptoms of heteroskedasticity in the study because of the Sig. > 0.05. The result of the multiple linear regression equation in this study is Y = 10.949 + 0.231.X1 + 0.773.X2 + 0.765.X3, the magnitude of the influence of experiential marketing, service quality, and brand image on consumer satisfaction based on the Adjusted Rsquare value is 70.5%. The results of the t test showed that all variables in this study had an effect on consumer satisfaction with a Sig value of < 0.05.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor FERDINAND, DEOGRASIAS YOSEPH YUSTINIANUS NIDN0727097801 deograsias.yoseph@ukdc.ac.id
Uncontrolled Keywords:	experiential marketing, service quality, brand image
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Gaudens Dillalino
Date Deposited:	22 Sep 2025 08:12
Last Modified:	22 Sep 2025 08:12
URI:	http://repositori.ukdc.ac.id/id/eprint/1744

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