Pengaruh Spiritual Marketing, Emotional Marketing Terhadap Loyalitas Melalui Kepuasan Konsumen (Studi Kasus Pada Konsumen Rumah Makan Sego Sambal Cak Uut)

Abstract

Abstract

This study aims to examine the contribution of Spiritual Marketing and Emotional Marketing to the development of customer loyalty, with consumer satisfaction positioned as a mediating variable in a case study at Rumah Makan Sego Sambal Cak Uut. The research employs a quantitative approach with an explanatory design, involving 75 respondents selected through purposive sampling. Data processing was carried out using the SmartPLS software. The findings indicate that both marketing approaches are capable of significantly enhancing consumer satisfaction. However, only Spiritual Marketing is proven to have a direct influence on loyalty, while Emotional Marketing and satisfaction levels do not show a meaningful effect on customer loyalty. The mediation test further suggests that consumer satisfaction does not serve as an intermediary between either Spiritual Marketing or Emotional Marketing and loyalty. Overall, the study highlights that spiritual values and emotional approaches can effectively improve satisfaction but are not yet strong enough to drive long-term customer loyalty.

Keywords : Spiritual Marketing, Emotional Marketing, Customer Satisfaction, Loyalty