i ABSTRAK
PORTO Restaurant merupakan salah satu restaurant di Bandung yang berdiri dibawah PT. Altima Mandiri. Restaurant ini nemiliki konsep european vintage dan bertemakan world culinary adventure dengan tujuan untuk memberikan pengalaman kuliner yang berbeda kepada pelanggan, namun restoran ini memiliki tingkat yang rendah dalam penyebaran informasinya secara online. Penelitian ini bertujuan untuk menganalisis pengaruh experiential marketing dan customer satisfaction terhadaponline word of mouth. Penelitian ini menggunakan dua metode analisis: metode analisis deskriptif digunakan untuk mengetahui tanggapan pengunjung terhadap ketiga variabel penelitan; dan metode analisis verifikatif untuk menganalisis hungan antar ketiga variabel menggunakan metode analisis regresi linear berganda. Sampel yang digunakan berjumlah 281 orang responden yang merupakan pengunjung PORTO Restoran.
Hasil penelitian menunjukan bahwa experiential marketing pada porto restaurant bandung dikatakan cukup baik. Customer satisfaction pada porto restaurant bandung dikatakan cukup baik. Experiential marketing dan customer satisfaction berpengaruh terhadap online word of mouth pada porto restaurant bandung sebesar 27,5% dan sisanya 72,5% dipengaruhi oleh faktor lain di luar penelitian. Hasil uji hipotesis menunjukkan experiential marketing dan customer satisfaction secara simultan berpengaruh secara signifikan terhadap online word of mouth portorestaurant bandung. Dengan demikian, hipotesis dapat diterima.
ii ABSTRACT
PORTO is one of the restaurants in Bandung which established under PT. Altima Mandiri. This restaurant having any concept of european vintage and world culinary adventure as their theme in purpose to provide a different culinary experience to the customer, but this restaurant has a lower level in the spread of their information online. This study aimed to analyze the influence of experiential marketing and customer satisfaction to online word of mouth. This study uses two methods of analysis: the descriptive analysis method is used to determine the response of visitors to the three research variables; and the verification analysis methods is used to analyze the relationship between the three variables using multiple regression analysis method. The sample was 281 respondents who are visitors of PORTO Restaurant.
The results showed that experiential marketing on porto restaurant bandung is quite good. Customer satisfaction at porto restaurant bandung is quite good. Experiential marketing and customer satisfaction affect online word of mouth on porto restaurant bandung equal to 27,5% and rest 72,5% influenced by other factor outside research. Result of hypothesis test show experiential marketing and customer satisfaction simultaneously influence significantly to online word of mouth on porto restaurant bandung. Thus, the hypothesis is acceptable.
