| dc.description.abstract | Research entitled "The influence of experimental marketing, service quality
and promotion on customer loyalty at Roland Bakery and Café Jember" has
four objectives, namely: (1) Knowing the effect of experimental marketing on
customer loyalty, (2) Knowing the effect of service quality on customer
loyalty, (3) Knowing the effect of promotion on customer loyalty, (4)
Knowing the effect of experimental marketing, service quality and promotion
simultaneously on customer loyalty. Roland Bakery and Café is a Food and
Beverage business located in Jember Regency which was established in 2000
selling various appetizer to dessert menus. This study uses descriptive
quantitative research methods. The population in this study are Roland Bakery
and Café customers who make purchases at least 3 times a month. This
research sample amounted to 160 people, data collection was carried out
online and offline. Data processing is done by multiple linear analysis using
the IBM SPSS 25 application as a tool. The results of this study are: (1)
Experiental marketing significantly affects customer loyalty (2) Service
quality significantly influences customer loyalty (3) Promotion significantly
influences customer loyalty (4) Experiental marketing, service quality and
promotion are simultaneous against customer loyalty. | en_US |
