THE INFLUENCE OF EXPERIENTAL MARKETING AND ATMOSPHERICE EXPERIENCE ON CUSTOMER SATISFACTION AT JAVANESE HERITAGE STYLE RESTAURANTS IN THE SPECIAL REGION OF YOGYAKARTA

Abstract

This study aims to analyze the extent to which experiential marketing and atmospheric experience influence customer satisfaction in heritage-style restaurants located in the Special Region of Yogyakarta. The sampling technique used in this research is purposive sampling, involving 120 respondents who have previously visited such restaurants. Primary data were collected through a questionnaire that had been tested for validity and reliability to ensure its accuracy and consistency. The data analysis in this study includes descriptive analysis, instrument testing (validity and reliability), classical assumption tests (normality, multicollinearity, and heteroscedasticity), and hypothesis testing consisting of partial t-test, f-test, and the coefficient of determination. The data were analyzed using multiple regression analysis with the help of IBM SPSS Statistics version 26. The results of the study indicate that experiential marketing has a positive and significant effect on customer satisfaction. Atmospheric experience also has a positive and significant effect on customer satisfaction. Experiential marketing and atmospheric experience simultaneously have a positive and significant influence on customer satisfaction.