Peran Brand Experience dan Experiential Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan

Gede Suardana; I Made Madiarsa

doi:10.38043/jiab.v9i1.4981

Authors

Gede Suardana Universitas Panji Sakti
I Made Madiarsa Universitas Panji Sakti

DOI:

https://doi.org/10.38043/jiab.v9i1.4981

Keywords:

Brand Experience, Experiential Marketing, Customer Loyalty, Customer Satisfaction

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Experience dan Experiential Marketing dalam Membangun Customer Loyalty melalui Customer Satisfaction. Populasi dalam penelitian adalah customer pada Pertenunan Artha Dharma Desa Sinabun Kecamatan Sawan Kabupaten Buleleng, dan sampel penelitian ini berjumlah 150 responden, melalui accidental sampling. Metode pengumpulan data dilakukan dengan teknik observasi dengan mengamati seara secara langsung ke Pertenunan Artha Dharma, kuesioner sebagai instrumen penelitian disebarkan kepada responden dalam hal ini pelanggan pada Pertenunan Artha Dharma, interview atau wawancara dan dokumentasi dilakukan dengan owner Pertenunan Artha Dharma. Data dianalisis secara kuantitatif melalui analisis Structural Equation Modeling (SEM). Hasil analisis data menunjukkan terdapat pengaruh Brand Experience terhadap Customer Loyalty dapat diterima dengan probabilitas sebesar 0,069 (< 0,05) dengan koefisien 0,041. Terdapat pengaruh Experiential Marketing terhadap Customer Loyalty dapat diterima dengan probabilitas sebesar 0,075 (< 0,05) dengan koefisien 0,053. Terdapat pengaruh Customer Satisfaction terhadap Customer Loyalty dapat diterima dengan probabilitas sebesar 0,059 (< 0,05) dengan koefisien 0,074. Terdapat pengaruh Brand Experience terhadap Customer Loyalty melalui Customer Satisfaction dapat diterima dengan probabilitas sebesar 0,022 (< 0,05) dengan koefisien 19,675. Terdapat pengaruh Experiential Marketing terhadap Customer Loyalty melalui Customer Satisfaction dapat diterima dengan probabilitas sebesar 0,098 (< 0,05) dengan koefisien 1,946.

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