Pengaruh Digital Marketing, Service Quality dan Customer Experience terhadap Loyalitas Konsumen pada Bul Grill Resto All You Can Eat Cabang Taman Bungkul Surabaya

Dina, Lira Adristi (2025) Pengaruh Digital Marketing, Service Quality dan Customer Experience terhadap Loyalitas Konsumen pada Bul Grill Resto All You Can Eat Cabang Taman Bungkul Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh Digital Marketing, Customer Experience, dan Service Quality terhadap Loyalitas Konsumen pada Bul Grill Resto All You Can Eat cabang Taman Bungkul Surabaya, baik secara parsial maupun. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif kausal. Data primer diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan pelanggan Bul Grill. Analisis data dilakukan menggunakan regresi linear berganda melalui SPSS versi 25 dengan serangkaian uji statistik meliputi uji validitas, reliabilitas, uji asumsi klasik, uji t, uji F, dan koefisien determinasi (R²). Temuan penelitian ini menunjukkan bahwa peningkatan kualitas pelayanan memiliki kontribusi paling kuat dalam membentuk loyalitas pelanggan, sementara strategi pemasaran digital dan pengalaman pelanggan perlu dievaluasi lebih lanjut agar mampu mendukung pembentukan loyalitas secara optimal. Hasil penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi manajemen Bul Grill dalam merumuskan strategi pemasaran dan pelayanan yang lebih efektif. Selain itu, penelitian ini juga diharapkan dapat memberikan kontribusi akademis sebagai referensi bagi penelitian selanjutnya yang mengkaji faktor-faktor penentu loyalitas konsumen pada industri kuliner, khususnya restoran dengan konsep All You Can Eat. Penelitian ini menegaskan pentingnya pengelolaan kualitas layanan yang konsisten serta integrasi strategi pemasaran digital yang tepat sasaran guna menciptakan hubungan jangka panjang dengan konsumen. Dengan demikian, hasil penelitian ini dapat digunakan sebagai dasar pengambilan keputusan strategis dalam meningkatkan daya saing restoran di tengah persaingan industri kuliner yang semakin ketat.

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