Open AccessThe Effect of Experiential Marketing and Experiential Value on Customer Loyalty of Coffee Shops in Mataram City Through Satisfaction as a Mediation Variable
Author(s) -
Raden Hamidi,
Hurun Pathiya Ainy,
Baiq Handayani Rinuastuti,
Handry Sudiartha Athar
Publication year - 2022
Publication title -
international journal of social science research and review
Language(s) - English
Resource type - Journals
ISSN - 2700-2497
DOI - 10.47814/ijssrr.v5i3.176
Subject(s) - experiential learning , mediation , customer satisfaction , loyalty , marketing , loyalty business model , psychology , structural equation modeling , value (mathematics) , population , advertising , business , mathematics , sociology , statistics , social science , service quality , service (business) , mathematics education , demography
There are many things that can influence customer’s loyalty. This study aims to analyze and determine the significance of the influence of experiential marketing and experiential value variables on loyalty and mediated by satisfaction at a coffee shop in Mataram. The type of research used is associative research. The population in this study were visitors of coffee shop in Mataram. The number of samples is 180 people and data analysis using SEM (Structural Equation Modeling)-PLS. The results showed that experiential marketing and experiential value had a direct effect on loyalty and had a significant effect through satisfaction. Experiential Value and Experiential Marketing Variables on Loyalty are quite often studied but there are only a few mediated by satisfaction. Therefore, future researchers can test this further by considering various other factors and also with different research areas