Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Tis Café Ubud

Abstract

The purpose of this study was to determine the effect of experiential marketing and customer satisfaction on customer loyalty and the role of customer satisfaction mediating the effect of experiential marketing on customer loyalty. This research was conducted at Tis Café Ubud in Tegallalang Gianyar. The number of samples taken is 100 respondents. The data collection techniques are interviews, documentation, literature and questionnaires, while the data analysis techniques are path analysis and Sobel test. From the results of the analysis, it can be concluded that: 1) experiential marketing has a positive and significant effect on customer loyalty at Tis Café Ubud in Tegallalang Gianyar; 2) experiential marketing has a positive and significant effect on customer satisfaction at Tis Café Ubud in Tegallalang Gianyar; 3) customer satisfaction has a positive and significant effect on customer loyalty at Tis Café Ubud in Tegallalang Gianyar; 4) experiential marketing has a positive and significant effect on customer loyalty mediated by customer satisfaction at Tis Café Ubud in Tegallalang Gianyar. Suggestions from this research in terms of customer loyalty should maintain the concept of cafe appearance and cafe atmosphere that has been applied. In terms of experiential marketing, the company should use a credible celebrity endorser in its advertisements to attract the interest of its customers. In terms of customer satisfaction, the company should provide the best possible shopping experience for their customers.