Pengaruh Kualitas Pelayanan dan Experiental Marketing Terhadap Kepuasan Pelanggan Pada Feeder Wira Wiri di Daerah Bratang. (The Effect of Service Quality and Experiential Marketing on Customer Satisfaction at Feeder Wira Wiri in the Bratang Area).

Abdillah, Ananta Putra (2025) Pengaruh Kualitas Pelayanan dan Experiental Marketing Terhadap Kepuasan Pelanggan Pada Feeder Wira Wiri di Daerah Bratang. (The Effect of Service Quality and Experiential Marketing on Customer Satisfaction at Feeder Wira Wiri in the Bratang Area). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the influence of service quality and experiential marketing on customer satisfaction in the Feeder Wira Wiri public transportation service in the Bratang area of Surabaya. Public transportation services are increasingly expected not only to be efficient but also to provide a pleasant experience for their users. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to 100 active users of the Wira Wiri service. The analytical technique employed is multiple linear regression. The results show that service quality, which includes dimensions such as reliability, responsiveness, assurance, empathy, and tangible evidence, has a significant influence on customer satisfaction. In addition, the dimensions of experiential marketing, namely sense, feel, think, act, and relate, also have a significant positive effect on customer satisfaction. These findings indicate that improving service quality and creating enjoyable customer experiences can enhance user satisfaction with the Feeder Wira Wiri service. Therefore, it is recommended that the transportation management continue to pay close attention to both service aspects and customer experiences to improve public trust and customer loyalty toward public transportation services.

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