Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Ritel Di Indonesia

Abstract

The competition in retail industry becomes more dynamic and every organization need to develop new strategy to stand up in this competition. The objective of this research is to analyze the influence of experiential marketing on customer loyalty through customer satisfaction as intervening variable at retail industry in Indonesia. The research use 236 respondents as samples and collected by purposive sampling method. The obtained data then analyzed using Structural Equation Modeling (SEM) method through IBM SPSS AMOS 23 software. The result indicate that experiential marketing has positive and significant influence to customer satisfaction, customer satisfaction has positive and significant influence to customer loyalty, experiential marketing has positive and insignificant influence to customer loyalty, and customer satisfaction plays role as intervening variable between experiential marketing and customer loyalty. This result of this research could give a solid foundation for the organization to craft their impactful strategy in order to keep and stand up in the competition.

The Effect of Relationship Marketing, Experential Marketing and Sharia Marketing Characteristics on Customer Loyalty of Sharia Bank With Customer Satisfaction as Intervening Variable

“…which states that the influence of Experiential Marketing is 0.173 positive and the significant value is 0.096 <0.05, meaning that the Effect of Experiential Marketing (X2) is positive but not significant on Customer Loyalty. This conclusion agrees with Karuniatama et al, (2020) which states that there is a significant positive influence of Experiential Marketing on Loyalty. However, it is different as stated by Panjaitan, (2017) which concludes that the positive relationship is also significant.…”

“…According to Fatmawati & Rahayu, (2018) which states that Experiential marketing consists of sense, feel, act, relate has a positive and significant effect on loyalty, while the think variable has a significant negative effect on loyalty. In contrast to the conclusion from Karuniatama et al, (2020) concluded that the effect of experiential marketing was positive but not significant on loyalty. According to Panjaitan, (2017) Research conducted states that Experiential Marketing has a positive and significant effect on loyalty.…”

Pengaruh Experiential Marketing dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening

“…Sense berhubungan denganisensory experience. Sensory experience adalah usaha untuk menciptakan pengalaman yang berkait dengan panca indra melalui penglihatan, suara, sentuhan, rasa, dan bau (Karuniatama et al 2020). Menurut Rendi (2021) Feel merupakan dimensi yang berhubungan dengan affective experience.…”

Analisis Pengendalian Kualitas Crude Palm Oil (CPO) dengan Menggunakan Metode Statistical Quality Control (SQC) pada PT Sapta Karya Damai Kalimantan Tengah

“…Peningkatan kualitas akan menyebabkan kepuasan pelanggan. Menurut Kotler & Keller (2016) dikutip dalam Karuniatama, Barata, & Suyoto (2020) kepuasan pelanggan adalah perasaan senang atau kecewa seseorang yang dihasilkan dari membandingkan kinerja (atau hasil) suatu produk atau layanan yang diharapkan. Pengendalian kualitas dengan metode statistik merupakan metode yang dalam aktifitasnya menggunakan alat bantu statistik yang terdapat pada Statistical Quality Control (SQC) (Noor.…”