Peran Experiential Marketing Terhadap Kepuasan Konsumen Pada Usaha Sultan Turkish Ice Cream

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DOI:

https://doi.org/10.26623/slsi.v24i1.13168

Abstract

Studi ini dimaksudkan untuk mengkaji variabel experiental marketing yang memengaruhi tingkat kepuasan konsumen pada usaha Sultan Turkish Ice Cream Cabang Saloka Theme Park. Experiential marketing melibatkan lima dimensi utama: sense (pengalaman sensorik), feel (pengalaman emosional), think (pengalaman kognitif), act (pengalaman perilaku), dan relate (pengalaman sosial). Dalam konteks bisnis kuliner, khususnya es krim Turki yang unik, penelitian ini penting untuk memahami bagaimana pengalaman konsumen dapat meningkatkan kepuasan konsumen. Studi ini mempergunakan pendekatan kuantitatif yang didukung oleh teknik nonprobability sampling (Purposive Sampling) dengan kriteria penelitian yaitu responden yang berusia minimum 17 tahun, agar mampu memahami dan mengisi kuesioner dengan baik, berpendidikan setingkat SMA/SLTA/SMK, pernah melakukan pembelian produk Sultan Turkish Ice Cream Cabang Saloka Theme Park minimal satu kali, dan konsumen yang bersedia menjadi responden dan memberikan jawaban dengan jujur sesuai pengalaman pribadi. Jumlah responden sebanyak 96. Analisis data mempergunakan teknik analisis regresi linear berganda, didukung oleh SPSS 26, sementara alat untuk menguji hipotesis ialah uji-F dan uji T. Temuan dari studi ini memperlihatkan bila sense, feel, think, dan act secara positif substansial memengaruhi kepuasan konsumen. Sedangkan relate tidak memengaruhi kepuasan konsumen. Koefisien determinasi berjumlah 0,619 menandakan bila 62% dari kepuasan konsumen terpengaruh oleh experiental marketing (sense, feel, act, think, relate) dan tersisa sejumlah 38% terpengaruh oleh variabel lainnya di luar penelitian ini.

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Published

2026-01-23

Issue

Vol. 24 No. 1 (2026): January

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Articles

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Copyright (c) 2026 Masela Fadjar Pratiwi, Masine Slahanti

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How to Cite

Pratiwi, M. F., & Slahanti, M. (2026). Peran Experiential Marketing Terhadap Kepuasan Konsumen Pada Usaha Sultan Turkish Ice Cream. Solusi, 24(1), 25-40. https://doi.org/10.26623/slsi.v24i1.13168