Pengaruh Experiential Marketing dan Brand Trust terhadap Customer Loyalty melalui Customer Satisfaction sebagai Variabel Intervening (pada perusahaan starbucks)

Abstract

Abstract

This research was conducted to determine the effect of experiential marketing and brand trust on customer loyalty through customer satisfaction at Starbucks Coffee ijen Malang, located at Jl. Besar Ijen No.82, Oro-oro Dowo, Kec. Klojen, Malang City, East Java 65119. The method used was explanatory research aimed at explaining the position of each variable and its effect between one variable with another variable, and the source of the data used was primary data by distributing linkert-scale questionnaires to visiting respondents or buy Starbucks Coffee products. The sample calculation in this study uses the malhotra formula which produces 100 respondents. The results of this study are (1) Experiential marketing influences customer satisfaction (2) Brand trust influences customer satisfaction (3) Experiential marketing influences customer loyalty (4) Brand trust influences customer loyalty (5) Customer satisfaction influences customer loyalty (6) Experiential Marketing and Brand Trust influence Customer Loyalty through Customer Satisfaction.

Keywords: Experiential Marketing, Brand Trust, Customer Loyalty and Customer Satisfaction.