Open AccessAnalysis of factors affecting consumer loyalty for shopping in Indonesia traditional market
Author(s) -
Hasan Ubaidillah
Publication year - 2020
Publication title -
middle european scientific bulletin
Language(s) - English
Resource type - Journals
ISSN - 2694-9970
DOI - 10.47494/mesb.2020.1.22
Subject(s) - nonprobability sampling , sample (material) , marketing , loyalty , test (biology) , business , experiential learning , sampling (signal processing) , regression analysis , advertising , psychology , statistics , mathematics , engineering , sociology , population , paleontology , chemistry , demography , mathematics education , filter (signal processing) , chromatography , electrical engineering , biology
This research aims to determine the effect of experiential marketing to consumer loyalty in Krian traditional market, Sidoarjo, Indonesia. The object of this research is the people who shop at the Krian traditional market. The sampling technique used a purposive sampling method, namely the technique of determining the sample by considering certain criteria that have been determined in advance by the researcher. The sample was taken by as many as 100 respondents. The data analysis test used the F test, T test, and multiple linear regression methods with the PSS 21 tool. The results of this study indicate that experiential marketing has a positive and significant effect on consumer loyalty in Krian traditional market.