Pengaruh Experiential Marketing, Kualitas Pelayanan, dan Fasilitas Terhadap Keputusan Pembelian D'Coffee Cup Ngagel Surabaya. (The Influence of Experiential Marketing, Service Quality, and Facilities on the Purchase Decision of D'Coffee Cup Ngagel Surabaya).

Putri, Dwi Adianti Tasya (2025) Pengaruh Experiential Marketing, Kualitas Pelayanan, dan Fasilitas Terhadap Keputusan Pembelian D'Coffee Cup Ngagel Surabaya. (The Influence of Experiential Marketing, Service Quality, and Facilities on the Purchase Decision of D'Coffee Cup Ngagel Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Currently, coffee consumption in Indonesia is increasing every year. One of the factors driving the increase in coffee consumption in Indonesia is the lifestyle of people who enjoy drinking coffee and gathering in one place. The high level of public interest in coffee has made the coffee shop business a profitable business sector. As more coffee shops emerge, this situation has intensified competition among coffee shops. To survive in this increasingly competitive environment, coffee shop businesses are not only required to focus on coffee quality but also on providing excellent service to customers. Given the rising number of coffee consumers in Indonesia, this is evident from the proliferation of coffee shops in major cities like Surabaya. This study was conducted to determine whether there is an influence of Experiential Marketing, Service Quality, and Facilities on the Purchase Decision of D’Coffee Cup Ngagel Surabaya. The research method used by the author is a quantitative research method, with measurements using a Likert scale. The distribution of the questionnaire in this study was conducted via Google Forms to 96 respondents who are customers of D’Coffee Cup Ngagel Surabaya. The sampling technique used in this study was non probability sampling, and the sample selection method employed purposive sampling, which involves criteria for sample selection. The data analysis techniques used in this study included instrument testing, classical assumption testing, multiple linear regression testing, and hypothesis testing, with assistance from SPSS version 27 output. Based on the research results, it was found that Experiential Marketing, service quality, and facilities significantly influence purchasing decisions both partially and simultaneously, with Service Quality having the highest or most dominant influence compared to the variables of Experiential Marketing and Facilities.

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