Customer Loyalty Through Experiential Marketing on the Salon Crisni in Singaraja

Abstract

Customer loyalty is customer commitment to a store brand or supplier based on a very positive attitude in long-term purchases, it is easier to develop and succeed if the company can make customers loyal. The purpose of this study was to determine Sense, Feel, Think, Act, Relate to Customer Loyalty at Krisni Salon in Singaraja. The analysis technique used in this research is validity and reliability test, multiple regression analysis, multiple correlation analysis, classical assumption test, determination test, F-Test and Hypothesis test with T-Test. The results showed that Experiential Marketing which consists of Sense, Feel, Think, Act, Relate has a positive and significant effect on Customer Loyalty at Krisni Salon in Singaraja. These results are proven by testing the hypothesis with the T-Test which shows that t-count> t-table and the results of model testing with F-Test which show that F-count> F-table. This result means that in creating Customer Loyalty, Krisni Salon must pay attention to the strategies used, one of which is Experiential Marketing

Antecedents Experiential Commitment and Consequences in Willingness to Post Photo and Behavioral Intention Toward the Destination

“…This is supported by research conducted by De Quelyu and Santoso [33] showing the results that Place Dependence has a positive effect on Experiential Commitment. The same thing was also investigated by Artanti et al [34][35][36] showing the results that Place Dependence has a positive effect on Experiential Commitment. Therefore, in order for tourists to become repeat visitors, the destination manager must make tourists have behavioral intentions.…”