ANALISA EXPERIENTIAL MARKETING TERHADAP LOYALITAS KONSUMEN DENGAN VARIABEL CUSTOMER EXPERIENCE SEBAGAI VARIABEL PERANTARA DI CIPUTRA WATERPARK SURABAYA

sally eva setiawan, gabriella michelle, edwin japarianto

Abstract


Tujuan penelitian ini adalah untuk menjelaskan pengaruh experiential Marketing terhadap customer loyalty melalui customer experience. Desain penelitian kausal. Variabel penelitian adalah experiential Marketing (sense, feel, think, act, dan relate), customer experience, dan customer loyalty. Sampel penelitian sebanyak 190 sampel dan teknik analisis menggunakan structural equation model. Pengujian hipotesis menunjukkan variabel feel dan relate yang berpengaruh terhadap customer experience dan customer experience berpengaruh terhadap customer loyalty. Sedangkan variabel lainnya tidak terbukti berpengaruh terhadap customer experience.

 


Keywords


Experiential Marketing, Customer Experience, Customer Loyalty, Ciputra Waterpark.

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References


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