Abstrak PENGARUH EXPERIENTAL MARKETING DAN CUSTOMER SATISFACTION TERHADAP ONLINE WORD OF MOUTH PADA PORTO RESTAURANT BANDUNG

ABSTRAK
PORTO Restaurant merupakan salah satu restaurant di Bandung yang
berdiri dibawah PT. Altima Mandiri. Restaurant ini nemiliki konsep european
vintage dan bertemakan world culinary adventure dengan tujuan untuk
memberikan pengalaman kuliner yang berbeda kepada pelanggan, namun restoran
ini memiliki tingkat yang rendah dalam penyebaran informasinya secara online.
Penelitian ini bertujuan untuk menganalisis pengaruh experiential marketing dan
customer satisfaction terhadap online word of mouth. Penelitian ini menggunakan
dua metode analisis: metode analisis deskriptif digunakan untuk mengetahui
tanggapan pengunjung terhadap ketiga variabel penelitan; dan metode analisis
verifikatif untuk menganalisis hungan antar ketiga variabel menggunakan metode
analisis regresi linear berganda. Sampel yang digunakan berjumlah 281 orang
responden yang merupakan pengunjung PORTO Restoran.
Hasil penelitian menunjukan bahwa experiential marketing pada porto
restaurant bandung dikatakan cukup baik. Customer satisfaction pada porto
restaurant bandung dikatakan cukup baik. Experiential marketing dan customer
satisfaction berpengaruh terhadap online word of mouth pada porto restaurant
bandung sebesar 27,5% dan sisanya 72,5% dipengaruhi oleh faktor lain di luar
penelitian. Hasil uji hipotesis menunjukkan experiential marketing dan customer
satisfaction secara simultan berpengaruh secara signifikan terhadap online word
of mouth porto restaurant bandung. Dengan demikian, hipotesis dapat diterima.

Kata kunci: experiential marketing, customer satisfaction, online word of mouth

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ABSTRACT
PORTO is one of the restaurants in Bandung which established under PT.
Altima Mandiri. This restaurant having any concept of european vintage and
world culinary adventure as their theme in purpose to provide a different
culinary experience to the customer, but this restaurant has a lower level in the
spread of their information online. This study aimed to analyze the influence of
experiential marketing and customer satisfaction to online word of mouth. This
study uses two methods of analysis: the descriptive analysis method is used to
determine the response of visitors to the three research variables; and the
verification analysis methods is used to analyze the relationship between the
three variables using multiple regression analysis method. The sample was 281
respondents who are visitors of PORTO Restaurant.
The results showed that experiential marketing on porto restaurant
bandung is quite good. Customer satisfaction at porto restaurant bandung is quite
good. Experiential marketing and customer satisfaction affect online word of
mouth on porto restaurant bandung equal to 27,5% and rest 72,5% influenced by

other factor outside research. Result of hypothesis test show experiential
marketing and customer satisfaction simultaneously influence significantly to
online word of mouth on porto restaurant bandung. Thus, the hypothesis is
acceptable.
Keywords: experiential marketing, customer satisfaction, online word of mouth

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