Dampak Experiential Marketing Dan Green Marketing Terhadap Loyalitas Pelanggan : Peran Kepuasan Pelanggan Sebagai Mediator (Studi Kasus Pada Pelanggan Superindo Di Kota Malang)

Abstract

Abstract

This research was carried out to identify the influence of experiential marketing and green marketing on customer loyalty: the role of customer satisfaction as a mediator. This study employs a quantitative approach with an explanatory research design. The population consists of Superindo customers in Malang City, with a sample size of 95 respondents selected using non-probability sampling techniques and a purposive sampling approach. Data analysis is conducted using the Structural Equation Modeling (SEM) method, assisted by SmartPLS 4.1.0.9 software. The outcomes of this study indicate that experiential marketing influences customer satisfaction, and green marketing also affects customer satisfaction, experiential marketing has an effect on customer loyalty, green marketing has no effect on customer loyalty, experiential marketing influences customer loyalty through customer satisfaction, and similarly, green marketing impacts customer loyalty via customer satisfaction.

Keywords:Experiential marketing, Green marketing, Customer Loyalty, Customer Satisfaction