Pengaruh Customer Experience, Event Marketing, dan Daya Tarik Kuliner Terhadap Loyalitas Pengunjung Taman Bungkul di Surabaya. (The Influence of Customer Experience, Event Marketing, and Culinary Attractions on Visitor Loyalty at Bungkul Park in Surabaya).

Sari, Kharisma Intan Permata (2025) Pengaruh Customer Experience, Event Marketing, dan Daya Tarik Kuliner Terhadap Loyalitas Pengunjung Taman Bungkul di Surabaya. (The Influence of Customer Experience, Event Marketing, and Culinary Attractions on Visitor Loyalty at Bungkul Park in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Ruang publik perkotaan memiliki peran penting dalam mendukung kualitas hidup masyarakat, tidak hanya sebagai ruang rekreasi tetapi juga sebagai tempat interaksi sosial dan aktivitas ekonomi. Taman Bungkul di Surabaya, sebagai salah satu taman kota yang pernah meraih penghargaan The 2013 Asian Townscape Award, menghadapi tantangan dalam mempertahankan loyalitas pengunjung meskipun memiliki tingkat kunjungan yang tinggi. Penelitian ini bertujuan untuk menganalisis pengaruh customer experience, event marketing, dan daya tarik kuliner terhadap loyalitas pengunjung Taman Bungkul. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan teknik simple random sampling. Data dianalisis menggunakan analisis regresi linear berganda dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa secara simultan, customer experience, event marketing, dan daya tarik kuliner berpengaruh positif dan signifikan terhadap loyalitas pengunjung dengan nilai F-hitung sebesar 23,550 (p<0,001). Secara parsial, customer experience berpengaruh positif dan signifikan dengan koefisien 0,188 (p=0,031), event marketing berpengaruh positif dan signifikan dengan koefisien 0,304 (p=0,003), dan daya tarik kuliner berpengaruh positif dan signifikan dengan koefisien 0,306 (p=0,003). Ketiga variabel mampu menjelaskan 40,6% variasi loyalitas pengunjung. Temuan ini menegaskan pentingnya integrasi customer experience, event marketing, dan daya tarik kuliner sebagai strategi pengelolaan ruang publik perkotaan yang berorientasi pada keberlanjutan kunjungan dan pembentukan loyalitas pengunjung

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