PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (STUDI KASUS PADA PENGUNJUNG BATU NIGHT SPECTACULAR JAWA TIMUR)

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ABSTRAK

Perusahan diharuskan punya upaya mempertahankan loyalitas pelanggan, keunggulan bersaing dibutuhkan bagi produk yang ditawarkan sebagai keunggulan kompetitif. Keunggulan bersaing meliputi experiental marketing dan kepuasan pelanggan. Peneliti melakukannya atas dasar informasi menganai pengaruh experiential marketing terhadap loyalitas pelanggan dari kepuasan pelanggan. Pendekatan kualitatif digunakan pada proses penelitian ini. Pengumpulan datanya menggunakan kuisioner, pengamatan, dan doumentasi. Jumlah pengambilan sample yang digunakan di penelitian yakni 96 responden dengan digunakannya pengolah data yakni IBM SPSS 25.

Hasilnya meunjukan secara parsial bahwa Experiential Marketing memiliki pengaruh signifikan terhadap Loyalitas dengan nilai (0,000 < 0,05). Experiential Marketing memiliki pengaruh signifikan kepada Kepuasan Pelanggan (0,000 < 0,05) dan Kepuasan Pelanggan dapat memediasi antara Experiential Marketing terhadap Loyalitas Pelanggan senilai (1,345 > 0,736) dari hasil pengaruh langsung.

  Kata kunci:Experiential Marketing, Loyalitas, Kepuasan

 

 

ABSTRACT

Companies are required to have efforts to maintain customer loyalty, competitive advantage is needed for the products offered as a competitive advantage. Competitive advantage includes experiential marketing and customer satisfaction. Researchers do this on the basis of information about the effect of experiential marketing on customer loyalty from customer satisfaction. A qualitative approach is used in this research process. Collecting data using questionnaires, observations, and documentation. The number of samples used in the study was 96 respondents using a data processor, namely IBM SPSS 25.

The results show partially that Experiential Marketing has a significant influence on Loyalty with a value (0.000 <0.05). Experiential Marketing has a significant effect on Customer Satisfaction (0.000 <0.05) and Customer Satisfaction can mediate between Experiential Marketing and Customer Loyalty worth (1.345 > 0.736) from the results of direct influence.

    Keywords: Experiential Marketing, Loyalty, Satisfaction