Pengaruh Experiential Marketing, Customer Satisfaction Dan Customer Engagement Terhadap Loyalitas Pelanggan (Studi Pada Konsumen Toko Kopi Jaya Di Kota Malang)

Abstract

Abstract

The purpose of this study was to analyze the influence of experiential marketing, customer satisfaction, and customer engagement on customer loyalty at Toko Kopi Jaya in Malang City. A quantitative approach with a survey method was employed, involving 102 respondents selected through purposive sampling. The collected data were analyzed using multiple linear regression to examine the relationships among the variables. The findings revealed that experiential marketing, customer satisfaction, and customer engagement each had a positive and significant effect on customer loyalty, both partially and simultaneously. Among these variables, customer satisfaction emerged as the most dominant factor influencing customer loyalty. These results indicate that customer loyalty is shaped not only by the memorable experiences customers gain during their visits and their active engagement with the coffee shop but also by the satisfaction they perceive from the products and services provided. In conclusion, customer loyalty can be strengthened by delivering positive customer experiences, maintaining high levels of customer satisfaction, and fostering meaningful customer engagement. Therefore, coffee shop businesses should prioritize integrated marketing strategies focusing on these factors to sustain customer loyalty and remain competitive in the growing coffee shop industry.

Keywords: Experiential Marketing, Customer Satisfaction, Customer Engagement, Customer Loyalty.