Analisa Pengaruh Experiential Marketing Terhadap Customer Loyalty dengan Customer Satisfaction Sebagai Variabel Mediasi pada Restoran Jepang dengan Konsep Shabu-Shabu di Surabaya

Steven Wahyudi(1*), Jessica Lavinia(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh dari experiential marketing terhadap customer loyalty menggunakan customer satisfaction sebagai variabel mediasi pada restoran Jepang dengan konsep shabu-shabu di Surabaya. Penelitian ini menggunakan kuesioner sebagai alat pengumpulan data. Kuesioner dibagikan kepada responden yang mengunjungi restoran Jepang yang telah ditentukan sebanyak lebih dari satu kali. Data dalam penelitian ini diolah menggunakan metode pengolahan data PLS (Partial Least Square) dengan menggunakan software SmartPLS 3.0. Berdasarkan hasil analisis data, dapat disimpulkan bahwa experiential marketing berpengaruh positif dan signifikan terhadap customer satisfaction, customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty, dan experiential marketing berpengaruh positif dan signifikan terhadap customer loyalty.

 

This research aims to determine the influence of experiential marketing to customer loyalty using customer satisfaction as mediating variable on Japanese shabu-shabu restaurant in Surabaya. This research used the questionnaire as a tool for data-collection. Questionnaires are distributed to the respondents who have visited the chosen Japanese restaurant more than once. Processing of the data for this research is using PLS (Partial Least Square) method with SmartPLS 3.0 software. Based on the data analysis, the conclusions from this research are: experiential marketing has positive and significant impact on customer satisfaction, customer satisfaction has positive and significant impact on customer loyalty, and experiential marketing has positive and significant impact on customer loyalty.


Keywords


Experiential Marketing, Customer Satisfaction, Customer Loyalty

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