Analisis Pengaruh Experiental Marketing terhadap Kepuasan dan Loyalitas Pelanggan di PT Pos Indonesia Pekanbaru

Abstract

The development of technology and information today makes the domestic goods delivery service business increase every year. This causes the opportunity for the entry of courier service companies to be wide open so that it can result in a business in the field of courier services that is increasingly competitive. Competition to compete for potential customers and retain existing customers is an increasing challenge and must be faced by PT Pos Indonesia (Persero) in marketing its delivery services. PT Pos Indonesia (Persero) especially PT Pos Indonesia (Persero) Pekanbaru has implemented Experience Marketing in it’s business processes. However, in the last 3 years, based on Consumer Complain Handling (CCH) at PT Pos Indonesia (Persero) Pekanbaru, it has tended to increase, meanwhile Revenue from the Mail and Package Delivery Business tends to decrease. The purpose of this study is to analyze and find out how much influence Experiential Marketing has on Customer Satisfaction and Loyalty at PT Pos Indonesia (Persero) Pekanbaru. The population taken in this study were customers who had transacted more than 3 times at PT Pos Indonesia (Persero) Pekanbaru. The sample selection technique used is non-probability sampling, with the number of samples used as many as 180 samples. The data analysis method used is Structural Equation Modeling (SEM). From the results of research that has been done, it can be concluded that Experiential Marketing has a significant and positive effect on Customer Satisfaction. Experiential Marketing also has a significant and positive effect on Customer Loyalty, and Customer Satisfaction has a positive and significant effect on Customer Loyalty.