The Influence Of Experiential Marketing On Customer Loyaltythrough Customer Satisfaction As Intervening Variable

Retno Widowati, Fitria Tsabita

Abstract


This research investigates the relationship between Experiential Marketing, Customer Satisfaction and Customer Loyalty of The House of Raminten restaurant. One of marketing approach to create customer loyalty is using experiential marketing through sense, feel, think, act, and relateto build relation to customer that reach customer satisfaction and customer loyaltypurposive sampling. The survey with questionaires was conducted to collect the data. By implementing Structural Equation Modeling (SEM) the results indicate that Experiential Marketing significantly influences customer satisfaction, customer satisfaction showed significantly influences Customer Loyalty. Experiential marketing does not significantly direct influence to Customer loyalty. Customer satisfaction plays role as intervening variable between Experiential Marketing and Customer Loyalty.


Keywords


Experiential Marketing, Customer Satisfaction, Customer Loyalty

Full Text:

PDF

References


Andreani, Fransisca. (2007). Experiential marketing (A Marketing Approach) ".C Vol 2 No 1, pp 1-8 Publisher Agency Diponegoro University.

Bagozi, R.P., Yi, Y., & Singh, S (1988). On The use of structural equation models in experimental design: Two extensions.International Journal of marketing research

Dian, Yossipie. (2012) Analysis of pengaru Experiential Marketing, customer quality, customer satisfaction and customer loyalty. Yogyakarta: Journal manejemen and Business UGM.

Hair, et al. 2006.Multivariate 6thEd Data Analysis. New Jersey: Pearson Education.

Hasan, Ali.2009.Marketing edisibaru.Yogyakarta: MedPress.

Joseph F. Hair, William C. Black, Barry J. Babin, Multivariate Data Analysis 6thEd. Pearson Education, New Jersey, 2014.

Kartajaya, Hermawan., (2006), Hermawan Kartajaya on Marketing. PT Gramedia Pustaka Utama. Jakarta.

Kotler, Phillip, and Keller. (2009).Marketing Management, Second Edition belas.Jilid 1 PT index. Jakarta.

Parasuraman, A. Zeithaml, V.A., Berry L.L. 1988. "AConceptual Model of Service Quality and Its Implications for Future Research". Journal of Marketing (Access Online January 10, 2016)

Schmitt, Bernd H. (1999). Experiential Marketing: How to get Customers to Sense, Feel, Think, Act, and relate to Your CompanyBrands. New York: The Free Press.

Sekaran, Uma. (2011). Research methodology for business. SalembaEmpat. Jakarta


Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Jurnal Manajemen Bisnis




Office: 

Ruang Jurnal Manajemen Bisnis, 
Gedung Ki Bagus Hadikusuma (E4) Lantai 2, Kampus Terpadu Universitas Muhammadiyah Yogyakarta,
Jalan Brawijaya (Lingkar Selatan), Tamantirto, Kasihan, Bantul, Daerah Istimewa Yogyakarta, Indonesia, 55183
Website: journal.umy.ac.id/index.php/mb - E-mail: mabis@umy.ac.id
Phone: +62 274 387 656 (ext: 118)

Jurnal Manajemen Bisnis is licensed under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)