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All Journal Intelektual : Jurnal Penelitian Dosen Akuntansi Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Ilman Ansori
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Humanities Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Experiential Marketing Sebagai Determinan Dalam Meningkatkan Keterlibatan Pelanggan Dengan Loyalitas Merek (Studi Kasus pada Baso Aci Sambal Garut Tasikmalaya) Ilman Ansori; Sumiarsih, Mia; Monika Sutarsa; Fidela Zahrah Azhari; Rizki Putri Annisa
JOURNAL INTELEKTUAL Vol 4 No 1 (2025): JOURNAL INTELEKTUAL
Publisher : LPPM STIE PPI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61635/jin.v4i1.196

Abstract

Introduction/Objective: This study aims to determine the influence between experiential marketing variables and customer engagement through brand loyalty, as well as to determine the factors that influence customer experience in restaurants, such as service, atmosphere, and the quality of products offered. Background of the Problem: In this modern era, companies are required to continue to innovate in increasing customer engagement with brands that prioritize direct customer experience with brands to create emotional attachment. Novelty: Analyzing popular Sundanese products in Tasikmalaya Regency by looking at customer experience. Research Method: Using a quantitative approach with a survey design. Data were collected by distributing questionnaires to restaurant customers who had visited more than once and path analysis techniques using the SmartPLS application program. Findings/Results: That experiential marketing has a positive and significant effect on customer engagement, both directly and indirectly through brand loyalty. Conclusion: Developing a richer customer experience strategy in strengthening promotional activities that involve customer emotions and senses.
Strategi Perbaikan Kualitas Pelayanan Menggunakan Metoda SERVQUAL dan Model Importance Performance Analysis (IPA) pada Bisnis Kuliner Baso Aci Sambel Garut : Penelitian Mia Sumiarsih; Ilman Ansori; Nijar Kurnia Romdoni; Putri Kamelia; Ai Rahmatika
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 3 No. 4 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 3 Nomor 4 (April 2025
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v3i4.535

Abstract

In the culinary business, service quality is one of the main factors that determine success. Baso Aci Sambel Garut is one of the famous culinary businesses in the Tasikmalaya area. The purpose of this study was to determine the level of gap between consumer expectations and perceptions of the quality of service provided by the culinary business Baso Aci Sambel Garut based on the SERVQUAL dimension. to determine the priority of service quality improvement using the Importance Performance Analysis (IPA) model, and provide service quality improvement strategies to increase customer satisfaction. This study used a descriptive quantitative method. The population in this study were all consumers of baso aci sambel garut. The sampling technique was carried out using convenience sampling. The determination of the number of samples used the Limeshow formula of 100 people. The analysis in this study used Gap Measurement with the SERVQUAL Method, Priority Mapping with Importance Performance Analysis (IPA), and Formulation of Service Quality Improvement Strategies. The results of this study are on the Tangibles dimension (Physical Evidence), Reliability, Responsiveness, and Empathy are indicators with a negative gap level indicating that the quality of service is still not in accordance with consumer expectations. The improvement strategy focuses on Quadrant I of the IPA quadrant diagram which consists of: Employee appearance must be neater and more professional, food is served at the appropriate time, Operating hours must be appropriate, consumers are given clear information about the waiting time for orders, Staff must be quicker to handle errors in orders, employees understand consumer needs and preferences, staff must be willing to help customers with special difficulties, provide food options that suit various customer preferences, and employees must continue to provide good service even when crowded.
Co-Authors Ai Rahmatika Fidela Zahrah Azhari Mia Sumiarsih Monika Sutarsa Nijar Kurnia Romdoni Putri Kamelia Rizki Putri Annisa Sumiarsih, Mia