Lastaviari, Fijar Ardeliani (2026) Peranan Experiential Marketing, Emotional Branding Dan Service Quality Terhadap Kepuasan Konsumen Ikea Di Kota Jakarta. Undergraduate thesis, Politeknik Negeri Jember.
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Abstract
This study was conducted to examine the influence of experiential marketing, emotional branding, and service quality on customer satisfaction at IKEA in Jakarta. The background of this research is based on the increasing intensity of competition in the furniture industry, which encourages companies to deliver enjoyable shopping experiences, establish emotional connections with consumers, and provide services that align with customer expectations. This research employs a quantitative approach, with data collected through questionnaires distributed to IKEA consumers in Jakarta. The collected data were then analyzed using multiple linear regression to determine the effect of each variable both partially and simultaneously. The results of the study indicate that experiential marketing (X1), emotional branding (X2), and service quality (X3) simultaneously have a significant effect on customer satisfaction (Y). However, when examined individually, not all variables show a significant influence. These findings suggest that customer satisfaction is shaped by a combination of interrelated factors. Therefore, integrated management of these three aspects is essential to enhance customer satisfaction
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | Emotional Branding, Experiential Marketing, IKEA, Kepuasan Konsumen, Service Quality. | ||||||
| Subjects: | 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 571 - Manajemen 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 574 - Pemasaran |
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| Divisions: | Jurusan Bisnis > Prodi D4 Manajemen Pemasaran Internasional > Tugas Akhir | ||||||
| Depositing User: | Fijar Ardeliani Lastaviari | ||||||
| Date Deposited: | 24 Jun 2026 02:06 | ||||||
| Last Modified: | 24 Jun 2026 02:06 | ||||||
| URI: | https://sipora.polije.ac.id/id/eprint/56730 |
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