Open AccessTHE EFFECT OF EXPERIENTAL MARKETING TO CUSTOMER LOYALTY
Author(s) -
Pritna Shobar,
Susetyorini Susetyorini
Publication year - 2021
Publication title -
journal universitas muhammadiyah gresik engineering, social science, and health international conference
Language(s) - English
Resource type - Journals
ISSN - 2797-1058
DOI - 10.30587/umgeshic.v1i2.3443
Subject(s) - loyalty business model , nonprobability sampling , marketing , business , customer retention , relationship marketing , loyalty , customer delight , customer satisfaction , customer advocacy , advertising , psychology , marketing management , service quality , service (business) , sociology , population , demography
The purpose of this study is to examine the effect of experiential marketing as measured by sense, feel, think, act and relate to customer loyalty. The sampling technique used purposive sampling with 97 people as samples, the research method used in this study is quantitative methods using SPSS. The result of analysis using multiple linear regression show that 1) sense has a positive effect on customer loyalty, 2) feel has a positive effect on customer loyalty, 3) think has a positive effect on customer loyalty, 4) act has a positive effect on customer loyalty, 5) relating has a positive effect on customer loyalty.