Analisis Pengaruh Experiential Marketing dan Customer Satisfaction Terhadap Customer Loyalty Comedy Kopi di Surabaya

Sheila Amanda Lokito(1*),


(1) 
(*) Corresponding Author

Abstract


Tujuan penelitian ini adalah untuk mengetahui pengaruh Strategic Experiential Moduls (SEMs) sebagai kerangka Experiential Markerting, yang terdiri dari: Sense, Feel, Think, Act, Relate; dan Customer Satisfaction Terhadap Customer Loyalty Comedy Kopi di Surabaya. Jumlah sampel yang diteliti dalam penelitian ini adalah sebanyak 250 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM). Hasil penelitian ini menunjukkan bahwa dari keenam hipotesis yang diajukan dalam penelitian ini, hanya hipotesis 4 (Act > Satisfaction) dan hipotesis 5 (Relate > Satisfaction) yang tidak dapat diterima.


Keywords


Experiential Marketing, Customer Satisfaction, Customer Loyalty, Comedy Kopi Surabaya

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