Pengaruh Experiental Marketing,Kualitas Pelayanan,Dan Driver Attitude Terhadap Kepuasan Pelanggan Pada Pengguna Grab Dikota Mataram - Lady, Rifalma Fadilla Lady Fadilla; minah, Rus; Athar, Handry Sudiartha (Journal of Sharia Economy and Islamic Tourism, 2022)
This research is entitled The Effect of Experiential Marketing, Service Quality, and Driver Attitude on Customer Satisfaction with Grab Users in Mataram City. The purpose of this study was to examine Experiential Marketing, Service Quality, and Driver Attitude on Customer Satisfaction with Grab Users in Mataram City. The type of research used is causal associative research, the research location is in Mataram City to a sample of Grab online transportation users with a sample of 80 respondents who have at least used Grab online transportation at least twice. The analysis used includes instrument test data, validity test, multiple linear regression analysis, classical assumption test (multicollinearity test, normality test,heteroscedasticity test), and hypothesis testing (t test) from the analysis concluded that experiental marketing has a significantly affect on costumer satisfaction, service quality has a significantly affect on costumer satisfaction, driver attitude has a significantly affect on costumer satisfaction Grab in Mataram city.ABSTRAKPenelitian ini berjudul Pengaruh Experiental Marketing, Kualitas Pelayanan, Dan Driver Attitude Terhadap Kepuasan Pelanggan Pada Pengguna Grab Di Kota Mataram. Tujuan penelitian ini untuk menguji Experiental Marketing, Kualitas Pelayanan, Dan Driver Attitude Terhadap Kepuasan Pelanggan Pada Pengguna Grab Di Kota Mataram. Jenis penelitian yang digunakan adalah penelitian asosiatif kausal, lokasi penelitian dilakukan di Kota Mataram kepada sampel pengguna transportasi online Grab dengan jumlah sampel  80 responden yang setidaknya pernah menggunakan transportasi online Grab minimal dua kali. Metode pengumpulan data yang digunakan dalam penelitian ini menggunakan kuisioner. Analisis yang digunakan meliputi uji instrument data, uji validitas, analisis regresi linier berganda, uji asumsi klasik (uji multikolinieritas, uji normalitas, uji heteroskedastisitas), dan uji hipotesis (uji t) dari hasil analisis disimpulkan bahwa experiental marketing berpengaruh secara signifikan terhadap kepuasan pelanggan, kualitas pelayanan berpengaruh secara signifikan terhadap kepuasan pelanggan, dan driver attitude berpengaruh secara signifikan terhadap kepuasan pelanggan.