THE STUDY OF FACTORS AFFECTING EXPREINTAL MARKETING OF KAHYANGAN RESTAURANT IN SURABAYA
Abstract : Nowadays, number of restaurant keeps increasing by year to year. The tighter competition, more players in food industry becomes main concern. The role of differentiation in order to create a positive personalized experience to the restaurant becomes more important that before. This paper suggests and evaluates that the basis factor of experiential marketing include general interior, facility aesthetics, and service dimension. The purpose of this research is to determine the factors that influence experiential marketing from perspective of the of the cosumer. This paper is causal and confirmatory reseach. In this paper, the researcher used both primary and secondary information. The 100 questionnaires were distributed to the people who are eating in Kahyangan restaurant at that time. It is done to minimize error of sampling data. Judgemental sampling is an apporiate method to process this research. It is discovered that higher number of customer Kahyangan restaurant are female and majority has bachelor degree education background with an income speding between 1-3million per month. The impact of general interior, facility aesthetics, and service dimension to experiential marketing are the main focus in this research. Here, the researcher has identified that service dimension becomes the strongest indicator of experiential mrketin nng in Surabaya 2008. Customer of Kahyangan restaurant believed that service dimension takes the important role in build a positive experience in Kahyangan restaurant.
Keywords: Experiential Marketing, General Interior, Facility Aesthetics, Service Dimension, Causal, Confirmatory Research, Judgement Sampling.
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